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Simultaneous Determinants of Market Share and Advertising Expenditure under Dynamic Conditions: The Case of a Firm within the Japanese Pharmaceutical Industry

Author

Listed:
  • Hiroki Tsurumi

    (Queen's University)

  • Yoshi Tsurumi

    (Queen's University)

Abstract

The main objective of this model is to analyse the simultaneous determination of market share and advertising expenditure under dynamic conditions. The authors' empirical analysis is applied to the case of the Eisai Company within the Japanese pharmaceutical industry from 1959 to 1969. Although the model is limited to this particular company and industry, the theoretical formulations and estimation techniques together with the particular distributed lag used may be usefully applied to other cases.

Suggested Citation

  • Hiroki Tsurumi & Yoshi Tsurumi, 1971. "Simultaneous Determinants of Market Share and Advertising Expenditure under Dynamic Conditions: The Case of a Firm within the Japanese Pharmaceutical Industry," Working Paper 21, Economics Department, Queen's University.
    • Handle: RePEc:qed:wpaper:21
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    References listed on IDEAS

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    1. Lester G. Telser, 1962. "Advertising and Cigarettes," Journal of Political Economy, University of Chicago Press, vol. 70(5), pages 471-471.
    2. Marc Nerlove & Frederick V. Waugh, 1961. "Advertising without Supply Control: Some Implications of a Study of the Advertising of Oranges," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 43(4_Part_I), pages 813-837.
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