Evaluating generic milk_promotion effectiveness with an imperfect competition model

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Forker, Olan D. (author), Kaiser, Harry M. (author), Kobayashi, Kohei (author), Lenz, John E. (author), Suzuki, Nobuhiro (author), and National Research Institute of Agricultural Economics, Japanese Ministry of Agriculture, Forestry, and Fisheries; Department of Agricultural Economics, Cornell University; Department of Agricultural Economics, Cornell University; Department of Agricultural Economics, Kyushu University; Department of Agricultural Economics, Cornell University
    Format:
    Journal article
    Publication Date:
    1994
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 100 Document Number: C08405
    Journal Title:
    American Journal of Agricultural Economics
    Journal Title Details:
    76 (2) : 296-303
    Subject Term:
    dairy, evaluation, Japan, markets, models, and product promotion
    Notes:
    search through journal, 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. (original)

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