Sunk costs and market structure : price competition, advertising, and the evolution of concentration /
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| Glavni autor: | |
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| Format: | Knjiga |
| Jezik: | English |
| Izdano: |
Cambridge, Mass. :
MIT Press,
c1991.
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| Teme: |
Sadržaj:
- Part I: The framework. 1. An introductory overview
- 2. The analytical framework I: exogenous sunk costs
- 3. The analytical framework II: endogenous sunk costs
- 4. From theory to measurement
- 5. Econometric evidence. Part II: Setup costs and structure. 6. The evolution of homogenous goods industries
- 7. The limitations of the theory I. Part III: Advertising and structure. 8. The evolution of advertising-intensive industries
- 9. How history matters
- 10. Endogenous advertising outlays and brand proliferation
- 11. The limitations of the theory II. Part IV: How setup costs and advertising interact. 12. Setup costs and structure in advertising-intensive industries
- 13. A complex case. Part V: Summing up. 14. Drawing some threads together.