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Please use this identifier to cite or link to this item: http://purl.umn.edu/27049

Title: ADVERTISING, COLLECTIVE ACTION, AND LABELING IN THE EUROPEAN WINE MARKETS
Authors: Marette, Stephan
Zago, Angelo M.
Issue Date: 2003-11
Abstract: 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.
URI: http://purl.umn.edu/27049
Institution/Association: Journal of Food Distribution Research>Volume 34, Number 03, November 2003
Total Pages: 10
Language: English
From Page: 117
To Page: 126
Collections:Volume 34, Number 3, November 2003

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