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Henderson, Dennis R.; Sheldon, Ian M.
doi: 10.1002/1520-6297(199209)8:5<399::AID-AGR2720080502>3.0.CO;2-Wpmid: N/A
This article presents an analysis of the strategic motivation for firms to license production and sale of their branded products overseas. First, the article documents the incidence of international brand‐name licensing of food products, focussing on licenses from the US to foreign firms (outbound), production and marketing by US firms under license from overseas firms (inbound), and third‐country licensing. Second, the economic incentives for a firm to offer outbound and/or accept inbound licensing are discussed, and third, the commercial considerations relevant to establishing terms of an international licensing agreement are examined. © 1992 John Wiley & Sons, Inc.
Chang, Hui‐Shung; Kinnucan, Henry W.
doi: 10.1002/1520-6297(199209)8:5<413::AID-AGR2720080503>3.0.CO;2-Lpmid: N/A
This article evaluates the relative merits of advertising expenditures and gross rating points (GRPs) as alternative measures of advertising exposure. Theoretically, GRPs and appropriately deflated advertising expenditures should provide identical representations of exposure. This hypothesis was tested using Canadian butter advertising data for the period 1984–1989. Our statistical analysis suggested the level of dollar outlays for television advertising and the associated estimated GRPs are positively related; this, however, was not the case in several instances for period‐to‐period changes in the level of expenditures. Because the problems of measurement errors, quality variation, and aggregation over media are shared by both data series, our tentative conclusion is that in practice GRPs are not necessarily superior to expenditures. © 1992 John Wiley & Sons, Inc.
doi: 10.1002/1520-6297(199209)8:5<425::AID-AGR2720080504>3.0.CO;2-Dpmid: N/A
Competitive strategies emphasized by the case firms will shape the restructuring of the US fluid milk industry. Case firms profited from employing the Beatrice Model for plant acquisitions. Dean Foods and Prairie Farms Dairy emerged from the 1980s as highly profitable firms and Borden's strategic moves promise to make that firm a formidable competitor in the dairy business in the 1990s. Cooperatives will have incentives to merge to countervail market power gained by investorowned firms and develop replacements for joint ventures entered into during the 1980s. Federal milk orders may require revisions to reflect expanded milk plant sales areas and cope with instability stemming from asset redeployment. © 1992 John Wiley & Sons, Inc.
Fuller, Stephen W.; Gutierrez, Nicolas; Capps, Oral
doi: 10.1002/1520-6297(199209)8:5<445::AID-AGR2720080505>3.0.CO;2-4pmid: N/A
Canada and Japan import about three‐fourths of US onion exports. Imports demands are specified for Canada and Japan and then estimated by joint generalized least squares. Results show FOB onion price in the United States and the price of domestically produced onions in the importing country have an important influence on US dry onion exports. Finally, even though similar economic variables affect the import demands for US dry onions in Japan and Canada, the magnitudes of the elasticities are quite different for each country's demand equation. © 1992 John Wiley & Sons, Inc.
doi: 10.1002/1520-6297(199209)8:5<457::AID-AGR2720080506>3.0.CO;2-Xpmid: N/A
The US government implemented or sanctioned measures that substantially deregulated the US dairy industry during the 1980s and early 1990s. Leading US cooperatives have read government signals as forecasts of additional reductions in real support for the US dairy industry. Accordingly, they made product development, exporting, and other strategic adjustments to operate more effectively in the new environment. Two scenarios describing future developments in the US dairy industry were analyzed: Scenario No. 1 involves additional gradual liberalization of the industry. Scenario No. 2 involves changes that occur as a by‐product of the North American Free Trade Agreement. Developments under this scenario enable US firms to expand their shares of the Canadian and Mexican dairy markets. © 1992 John Wiley & Sons, Inc.
Mjelde, James W.; Conner, J. Richard; Stuth, Jerry W.; Jensen, James; Chang, Chia‐Cheun; Jones, James B.
doi: 10.1002/1520-6297(199209)8:5<473::AID-AGR2720080507>3.0.CO;2-Spmid: N/A
Survey responses concerning the general aspects of current exotic operations and attitudes of current producers are presented. A wide diversity of exotic livestock operations was indicated by the respondents. Respondents were on average well educated and in high gross income brackets. Overall, the responses could be characterized as coming from producers involved in an industry in the introductory stage. Limited information and lack of knowledge concerning marketing issues were the major concerns indicated by the respondents concerning the development of the exotic venison industry. © 1992 John Wiley & Sons, Inc.
doi: 10.1002/1520-6297(199209)8:5<485::AID-AGR2720080508>3.0.CO;2-Kpmid: N/A
Only 3% of the 1990 agricultural commodity marketing budget was for consumer promotions. Branded food marketers have learned to use consumer promotions like coupons to boost sales. Justifications for increased agricultural product couponing include the heavy use of coupons for highly processed foods, possibly distracting consumers away from agricultural commodity substitutes. Coupons can influence planned purchases and in‐store decisions. They can be designed to enhance TV advertising impact and to exploit regional and seasonal opportunities. Studies of past coupon events have documented their effectiveness. Based on this evidence, agricultural producers should consider using more coupon promotions. © 1992 John Wiley & Sons. Inc.
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