Evaluating Generic Milk Promotion Effectiveness with an Imperfect Competition Model
提出一个框架，将市场竞争程度纳入牛奶促销效果评估，使用日本牛奶促销数据证明传统模型会低估促销回报。
Abstract A framework is proposed for incorporating the degree of market competition in evaluating milk promotion effectiveness. The imperfect competition model allows simultaneity in price and quantity with an endogenous fluid milk premium. The model's usefulness is demonstrated with Japanese generic milk promotion data. Results show a conventional exogenous‐price or exogenous‐premium model will underestimate returns to milk promotion.