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Advertising and Post-entry Oligopoly Behaviour

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  • Cubbin, John S
  • Domberger, Simon

Abstract

This paper uses a two-stage methodology to examine the advertising response to new entry by incumbent firms. In the first stage, time-se ries regressions are employed to identify the advertising responses for a sample of forty-two companies in consumer goods markets. In the second stage, cross-section analysis is used to model the factors that might explain the post-entry increase in advertising. The results suggest a systematic response by dominant firms in static markets, and support the view that entry-deterring behavior is most likely where other entry barriers ar e already present. Copyright 1988 by Blackwell Publishing Ltd.

Suggested Citation

  • Cubbin, John S & Domberger, Simon, 1988. "Advertising and Post-entry Oligopoly Behaviour," Journal of Industrial Economics, Wiley Blackwell, vol. 37(2), pages 123-140, December.
    • Handle: RePEc:bla:jindec:v:37:y:1988:i:2:p:123-40
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    Citations

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    Cited by:

    1. Barros, Pedro Pita, 1995. "Post-entry expansion in banking: The case of Portugal," International Journal of Industrial Organization, Elsevier, vol. 13(4), pages 593-611, December.
    2. Ravi Kumar, K. & Hadjinicola, George C., 1996. "Resource allocation to defensive marketing and manufacturing strategies," European Journal of Operational Research, Elsevier, vol. 94(3), pages 453-466, November.
    3. Geroski, P. A., 1995. "What do we know about entry?," International Journal of Industrial Organization, Elsevier, vol. 13(4), pages 421-440, December.
    4. Azamat Valei, 2017. "Advertising Response to New Entry," CERGE-EI Working Papers wp588, The Center for Economic Research and Graduate Education - Economics Institute, Prague.
    5. Geroski, Paul A & Mazzucato, Mariana, 2001. "Advertising and the Evolution of Market Structure in the US Car Industry," CEPR Discussion Papers 2860, C.E.P.R. Discussion Papers.
    6. Thomas, Louis A., 1999. "Incumbent firms' response to entry: Price, advertising, and new product introduction," International Journal of Industrial Organization, Elsevier, vol. 17(4), pages 527-555, May.
    7. Calá, Carla Daniela, 2009. "Spatial issues on firm demography: an analysis for Argentina," Nülan. Deposited Documents 1379, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    8. Yamawaki, Hideki, 2002. "Price reactions to new competition: A study of US luxury car market, 1986-1997," International Journal of Industrial Organization, Elsevier, vol. 20(1), pages 19-39, January.
    9. Keisuke Hattori & Keisaku Higashida, 2023. "Who should be regulated: Genuine producers or third parties?," Journal of Economics, Springer, vol. 138(3), pages 249-286, April.
    10. Shah, Syed Zulfiqar Ali & Stark, Andrew W. & Akbar, Saeed, 2009. "The value relevance of major media advertising expenditures: Some U.K. evidence," The International Journal of Accounting, Elsevier, vol. 44(2), pages 187-206, June.
    11. Weinem, Michael & Heil, Oliver, 2010. "Pre-entry advertising, entry deterrence and multi-informational signaling," MPRA Paper 35001, University Library of Munich, Germany.
    12. Weiju Young & Junming Hsu & Peng-Yu Gao & Tzu-Ju Yang, 2023. "Industry Competition, Market Shares, and the Long-Run Performance of SEO Firms," Asia-Pacific Financial Markets, Springer;Japanese Association of Financial Economics and Engineering, vol. 30(4), pages 845-867, December.
    13. Suman Basuroy & Dung Nguyen, 1998. "Multinomial Logit Market Share Models: Equilibrium Characteristics and Strategic Implications," Management Science, INFORMS, vol. 44(10), pages 1396-1408, October.
    14. Gorkem Bostanci & Pinar Yildirim & Kinshuk Jerath, 2023. "Negative Advertising and Competitive Positioning," Management Science, INFORMS, vol. 69(4), pages 2361-2382, April.
    15. David Paton, 2008. "Advertising as an Entry Deterrent: Evidence from UK firms," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 15(1), pages 63-83.
    16. Agnese Carella & Valentina Michelangeli, 2021. "Information or persuasion in the mortgage market: the role of brand names," Temi di discussione (Economic working papers) 1340, Bank of Italy, Economic Research and International Relations Area.

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