Minimum effective scale in export promotion

Timothy Richards and Paul M. Patterson
Additional contact information
Paul M. Patterson: Arizona State University East, Morrison School of Agribusiness and Resource Management, Mail Code 0180, 7001 East Williams Field Road, Bldg. 20, Mesa, AZ 85212. E-mail: trichards@asu.edu, Postal: Arizona State University East, Morrison School of Agribusiness and Resource Management, Mail Code 0180, 7001 East Williams Field Road, Bldg. 20, Mesa, AZ 85212. E-mail: trichards@asu.edu

Agribusiness, 2002, vol. 18, issue 4, 523-541

Abstract: Nonprice promotion has long been used by small firms or organizations to increase agricultural exports. Some believe that export promotion in these cases is often unsuccessful as the promoter is unable to achieve the “critical mass” of awareness that is required for success. The objective of this article is to develop a theoretical explanation for the likely existence of minimum expenditure thresholds and to estimate their size using an econometric model of the optimal supply of advertising. An empirical example of apple promotion from Washington state (USA) finds minimum effective scale levels for four key promotion activities among several Latin American countries.[EconLit citations: C34, M37, Q17]. © 2002 Wiley Periodicals, Inc.

Date: 2002
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.1002/agr.10036 Link to full text; subscription required (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:18:y:2002:i:4:p:523-541

DOI: 10.1002/agr.10036

Access Statistics for this article

Agribusiness is currently edited by Ronald W. Cotterill

More articles in Agribusiness from John Wiley & Sons, Ltd.
Bibliographic data for series maintained by Wiley Content Delivery ().