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Evaluating Generic Milk Promotion Effectiveness with an Imperfect Competition Model

Author

Listed:
  • Nobuhiro Suzuki
  • Harry M. Kaiser
  • John E. Lenz
  • Olan D. Forker
  • Kohei Kobayashi

Abstract

A framework is proposed for incorporating the degree of market competition in evaluating milk promotion effectiveness. The imperfect competition model allows simultaneity in price and quantity with an endogenous fluid milk premium. The model's usefulness is demonstrated with Japanese generic milk promotion data. Results show a conventional exogenous-price or exogenous-premium model will underestimate returns to milk promotion.

Suggested Citation

  • Nobuhiro Suzuki & Harry M. Kaiser & John E. Lenz & Olan D. Forker & Kohei Kobayashi, 1994. "Evaluating Generic Milk Promotion Effectiveness with an Imperfect Competition Model," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 76(2), pages 296-302.
    • Handle: RePEc:oup:ajagec:v:76:y:1994:i:2:p:296-302.
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    Citations

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    Cited by:

    1. Suzuki, Nobuhiro & Kaiser, Harry M., 1997. "Imperfect Competition Models and Commodity Promotion Evaluation: The Case of U.S. Generic Milk Advertising," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 29(2), pages 315-325, December.
    2. Kinnucan, Henry W. & Belleza, Evelyn T., 1995. "Price And Quantity Effects Of Canada'S Dairy Adverstising Programs," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 24(2), pages 1-12, October.
    3. Hayashida, K., 2018. "Bargaining Power between Food Processors and Retailers: Evidence from Japanese Milk Transactions," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277730, International Association of Agricultural Economists.
    4. H. W. Kinnucan, 1996. "A Note On Measuring Returns To Generic Advertising In Interrelated Markets," Journal of Agricultural Economics, Wiley Blackwell, vol. 47(1‐4), pages 261-267, January.
    5. Kinnucan, Henry W., 2003. "Optimal generic advertising in an imperfectly competitive food industry with variable proportions," Agricultural Economics, Blackwell, vol. 29(2), pages 143-158, October.
    6. Simeone, Mariarosaria & Marotta, Giuseppe & Rotondo, Giacomo, 2015. "Competitive strategies in the Italian pasta industry," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 16(1), pages 1-15.
    7. Yoris A. Au, 2009. "Credit Card Payment Processing in Electronic Commerce: An Analysis of the Bucket Pricing Strategy," Working Papers 0091, College of Business, University of Texas at San Antonio.
    8. Suzuki, Nobuhiro & Kaiser, Harry M. & Lenz, John E. & Forker, Olan D., 1994. "An Analysis Of U.S. Dairy Policy Deregulation Using An Imperfect Competition Model," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 23(1), pages 1-10, April.
    9. Hill, D. J. & Piggott, R. R. & Griffith, G. R., 2001. "Profitability of incremental generic promotion of Australian dairy products," Agricultural Economics, Blackwell, vol. 26(3), pages 253-266, December.
    10. Schmit, Todd M. & Dong, Diansheng & Chung, Chanjin & Kaiser, Harry M. & Gould, Brian W., 2002. "Identifying The Effects Of Generic Advertising On The Household Demand For Fluid Milk And Cheese: A Two-Step Panel Data Approach," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 27(1), pages 1-22, July.
    11. Schmit, Todd M. & Chung, Chanjin & Dong, Diansheng & Kaiser, Harry M. & Gould, Brian W., 2000. "The Effect Of Generic Dairy Advertising On The Household Demand For Milk And Cheese," 2000 Annual meeting, July 30-August 2, Tampa, FL 21775, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    12. Freebairn, John W. & Alston, Julian M., 2001. "Generic advertising without supply control: implications of funding mechanisms for advertising intensities in competitive industries," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 45(1), pages 1-29.
    13. Zhang, Mingxia & Sexton, Richard J., 2000. "Optimal Commodity Promotion In Imperfectly Competitive Markets," 2000 Annual meeting, July 30-August 2, Tampa, FL 21823, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    14. Chen, Kevin Z. & Weerahewa, Jeevika, 1998. "Regulation, Market Power, And Advertising Effectiveness," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 27(2), pages 1-9, October.
    15. Ellen M. Bruno & Richard J. Sexton, 2020. "The Gains from Agricultural Groundwater Trade and the Potential for Market Power: Theory and Application," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(3), pages 884-910, May.
    16. Hill, Debbie J. & Piggott, Roley R. & Griffith, Garry R., 1999. "Profitability Of Incremental Generic Promotion Expenditure By Australian Dairy Farmers," Working Papers 12913, University of New England, School of Economics.

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