Advertising with Supply Control: Some Implications of Norwegian Whitefish Export Promotion

Author:

Williams Gary W.ORCID,Capps Oral

Abstract

An issue for generic advertising in agricultural markets with unregulated supplies is that the promotion-induced demand shift could lead to a supply response that substantially attenuates the price effects of the promotion. For the generic promotion of fish exports, however, the concern is generally just the opposite—the possibility that extensive government supply controls could render promotion efforts to expand export sales ineffectual due to little or no supply response. This study considers the effects of government whitefish (cod, haddock, and others) supply controls on the effectiveness of the Norwegian Seafood Council (NSC) whitefish export promotion program. We use an econometric simulation model to measure the effectiveness and returns to NSC whitefish export promotion under a range of possible export supply control conditions. Results indicate that effective supply control maximizes the return to promotion and that ineffectual supply control imposes a potentially large opportunity cost on the promoting industry.

Publisher

Cambridge University Press (CUP)

Subject

Economics and Econometrics,Agronomy and Crop Science

Cited by 3 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. The apparent conflict of Norwegian pelagic fisheries management and Norwegian seafood council export promotion;International Food and Agribusiness Management Review;2022-05-10

2. A welfare analysis of Norway’s export promotion programme for whitefish;European Review of Agricultural Economics;2021-10-19

3. Generic Promotion of Norwegian Whitefish Exports;Journal of International Food & Agribusiness Marketing;2020-04-20

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