Handbook of Industrial Organization, Vol. 2 by Schmalensee R., Willig R.

By Schmalensee R., Willig R.

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8), Lustgarten (1975), Peltzman (1977), Thomadakis (1977), LaFrance (1979), Marvel (1980) and Masson and Shaanan (1982). de Melo and Urata (1986) find a positive relation in Chilean data in 1979 but not in 1967. 19Examples include Comanor and Wilson (1967, 1974), Omstein (1972, 1975), Vernon and Nourse (1973), Boyer (1974), Gort and Singamsetti (1976), Cattin and Wittink (1976), Porter (1976a, ch. 6), Strickland and Weiss (1976), Martin (1979a, 1979b), Lindenberg and Ross (1981), and Bradburd (1982).

This suggests that cost elevation may occur only in concentrated industries protected from entry by tariffs or other barriers. S. local banking markets to study the hypothesis that concentration is positively related to cost. ] Edwards (1977) found that banks in concentrated markets demanded 76 percent more labor than other comparable banks; he argued that this reflected the ability of managers in concentrated markets to exercise their preference for larger staffs. Hannan and Mavinga (1980), who also looked at spending on furniture and equipment and on office space, found a positive interaction between concentration and a dummy variable indicating dispersed ownership and thus (presumably) management control.

Suppose that an investment of $1 in physical capital produces a cash flow of ce -a" when it is z periods old, where c is a constant, as long as the ratio of the firm's "goodwill stock", which is increased by advertising and depreciates exponentially at a rate h > 8, to its physical capital is (at least) a. ~ - 8)e -8~ when it is ~- periods old. Then if r is the firm's economic rate of return, c must equal [(r + 8) + a(r + h)]. If the firm is growing steadily at rate g, its advertising spending at time t must equal I(t)a(g + X)/(g + ~), where I(t) is investment in physical capital at time t.

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