Changes in Concentration, Turbulence, and the Dynamics of Market Shares
利用1979-1986年英国200多家领先企业的数据，通过随机企业增长模型分析市场份额波动与集中度变化的关系，发现幸存企业份额变动是集中度的主要影响因素，广告在其中起关键作用。
Most previous studies of the dynamics of industry structure, by emphasizing changes in concentration, conceal much of the nature of underlying competitive processes. Here we employ a stochastic firm growth model, estimated on U.K. data of 1979-1986 for over 200 leading firms, to derive joint predictions about the stability of market shares and the change of concentration. We find that changes in the market shares of surviving firms are the dominant influence on concentration, which is typically fairly stable in spite of considerable market-share turbulence. Advertising plays a major role in the dynamics of market shares and, therefore, affects both concentration and turbulence. © 1997 by the President and Fellows of Harvard College and the Massachusetts Institute of Technology