Issue 3

Volume 3 JOURNAL OF ECONOMICS & MANAGEMENT STRATEGY
March 1994

Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms

Alvin J. Silk and Ernst R. Berndt
What accounts for the diversity and limited concentration that has long characterized the organization of the advertising agency industry? This question is addressed by treating an advertising agency as a multiproduct firm. The firm's product line or service mix is defined in terms of the set of different media categories where an agency places the advertising messages that it creates on behalf of its clients. Evidence is presented indicating that the structure of demand and costs in the advertising agency industry conforms to the conditions that MacDonald and Slivinski showed were required for an industry to sustain an equilibrium with diversified firms.

Racing To Invest? The Dynamics of Competition in Ethical Drug Discovery

Iain Cockburn and Rebecca Henderson
Recent advances in the theoretical literature have greatly expanded our understanding of the forces that shape the competitive dynamics of research and development, but a paucity of sufficiently detailed empirical data has left these insights relatively untested. We draw on unusually detailed qualitative and quantitative infernal data provided at the research program level by 10 major pharmaceutical firms to explore the usefulness of the modern literature as a source of insight into the dynamics of competition in ethical drug discovery.

Firm Growth and Survival: Does Ownership Structure Matter?

Kimya M. Kamshad
The publication of the passive learning model of Jovanovic and subsequently the active exploration model of Ericson and Pakes led to a resurgence in research on firm growth and survival. Empirical work measuring the relationship of growth and survival relative to size and age uncovered a number of strong regularities, consistent with the new theoretical models and also with a rather broad class of models of which the above represent special cases. But recent theoretical work has shown that when the learning models are applied to the special case of the labor managed firm, most of the sharp empirical predictions derived for profit maximization are rendered indeterminate.

Random Advertising and Monopolistic Price Dispersion

Helmut Bester
We investigate the role of price advertising in a market where consumers are imperfectly informed about prices. We consider a monopolist whose demand depends on price and advertising expenditure. This demand function is derived from optimizing behavior of consumers. Uninformed consumers may pay a cost to visit the seller and obtain price information.

When Is Advertising a Signal of Product Quality?

Ignatius J. Horstmann and Glenn M. MacDonald
A model of advertising is presented in which consumption experience is an imperfect indicator of product quality. In equilibrium, neither price nor advertising signal the quality of newly introduced goods. Advertising of established products can be a signal of quality, but if it is, it must be an imperfect signal leaving residual uncertainty that influences consumers’ repurchase decision. A set of observable implications follow.