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Commodity supply response to a producer-financed advertising program: the California avocado industry



Commodity supply response to a producer-financed advertising program: the California avocado industry



Agribusiness New York 9(6): 605-621



A simulation model of the California avocado industry is used to estimate the impact of a producer-funded generic advertising programme on acreage and returns over time. Although returns from advertising can be quite favourable in the short-run, improved returns stimulate increased plantings and the resulting production will erode advertising returns over time.

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Accession: 002326479

Download citation: RISBibTeXText

DOI: 10.1002/1520-6297(199311)9:6<605::aid-agr2720090607>3.0.co;2-4



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