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- ISIDORE Id: 10670/1.cad845...
- halshs: halshs-00564988
info:eu-repo/semantics/OpenAccess
Mots-clés
advertising innovation competition Lerner D - Microeconomics/D.D4 - Market Structure, Pricing, and Design O - Economic Development, Innovation, Technological Change, and Growth/O.O3 - Innovation • Research and Development • Technological Change • Intellectual Property Rights/O.O3.O31 - Innovation and Invention: Processes and Incentives D - Microeconomics/D.D1 - Household Behavior and Family Economics/D.D1.D12 - Consumer Economics: Empirical AnalysisSujets proches
Advertising--Retail trade Advertisements Store advertising Advertising, Consumer Ads Commercial speech Retail advertising Advertising, Retail Consumer advertising Speech, Commercial Advertising, StoreCiter ce document
Philippe Askenazy et al., « Advertising and R&D: Theory and evidence from France », HAL SHS (Sciences de l’Homme et de la Société), ID : 10670/1.cad845...
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Résumé
This paper exploits a unique panel of 59,000 French firms over 1990-2004 to investigate the interactions between R&D, advertising and the competitive environment.The empirical findings confirm the predictions of a dynamic model that complements results known in static frameworks. First, more competition pushes Neck and Neck firms to advertise more to attract a larger share of consumers on their products or services. Second, for a given competitive environment, quality leaders spend more in advertising in order to extract maximal rents; thus, lower costs of ads may favor R&D.
