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Übermäßige Werbung und Marktsegmentierung durch staatliche Förderung der Regionalvermarktung: Eine theoretische Analyse AgEcon
Herrmann, Roland; Anders, Sven M.; Thompson, Stanley R..
The protection of the regional origin of foods is a major part of the food-quality policy in the EU. It is the objective of this article to analyze economic effects of such policy instruments. Two different types of policy are distinguished which are both designed to promote regional products. First, generic promotion of a homogeneous commodity at the national and/or regional level in the spirit of NERLOVE and WAUGH is investigated. This instrument aims at shifting the demand for the advertised commodity outward. We derive theoretically that excessive advertising does exist if several promotion activities at different regional levels exist at one time. It would be more cost-effective due to product substitutability to move from separate strategies at the...
Tipo: Journal Article Palavras-chave: Country-of-origin labelling; Regional-origin labelling; Excessive advertising; Generic promotion; Market segmentation; Marketing.
Ano: 2005 URL:
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