ADVERTISING, COLLECTIVE ACTION, AND LABELING IN THE EUROPEAN WINE MARKETS
Stéphan Marette () and
Journal of Food Distribution Research, 2003, vol. Volume 34, issue Number 3, 10
In this paper we consider the role for collective action in advertising investments needed to compete on foreign markets and/or to enter into new markets. We model the choices facing producers in regions where both AO (high quality) and table (low quality) wines are produced. By joining forces with producers of other regions to invest in advertising, producers may penetrate into new markets. We show that it is profitable to enter into the new markets when, other things being equal, the size of the new market is relatively big, when the traditional market is relatively small, and when the size of the fixed investment in advertising is relatively small. We discuss the policy implications of the results, examining possible modifications of the AO system to facilitate collective action and improve investment levels.
Keywords: Marketing (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (3) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:27049
Access Statistics for this article
More articles in Journal of Food Distribution Research from Food Distribution Research Society Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().