Holding Company Cost Economies in the Global Advertising and Marketing Services Business

Topics:
International Marketing,
Pricing and Margins
Tags:
Advertisement,
Internet-Journals,
Marketing,
Marketing Research
Source:
Internet-Journals

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Overview: This paper assesses size and scope-related economies in the global advertising and marketing services business. A translog cost function is employed wherein a firm's costs vary according to its scale and two dimensions of the scope of its operations. One dimension of firm scope relates to how its output is distributed across the global markets it serves (domestic vs. overseas) and the other to how its output is distributed across the line of services it offers (advertising-related vs. other marketing services).

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Format: PDF | Size: 629KB | Date: Apr 2005 | Pages: 51

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