Advertising and Post-Entry Oligopoly Behaviour
研究消费品市场中在位企业面对新进入者时的广告反应，发现主导企业在静态市场中存在系统性广告增加，且进入阻碍行为在已有其他壁垒时更可能发生。
This paper uses a two-stage methodology to examine the advertising response to new entry by incumbent firms. In the first stage, time-se ries regressions are employed to identify the advertising responses for a sample of forty-two companies in consumer goods markets. In the second stage, cross-section analysis is used to model the factors that might explain the post-entry increase in advertising. The results suggest a systematic response by dominant firms in static markets, and support the view that entry-deterring behavior is most likely where other entry barriers ar e already present. Copyright 1988 by Blackwell Publishing Ltd.