Evaluating Generic Milk Promotion Effectiveness with an Imperfect Competition Model

Nobuhiro Suzuki, Harry Kaiser, John E. Lenz, Olan D. Forker and Kohei Kobayashi

American Journal of Agricultural Economics, 1994, vol. 76, issue 2, 296-302

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.

Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:oup:ajagec:v:76:y:1994:i:2:p:296-302.

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