Dynamic strategic responses among advertisers: the case of meat products

The case of strategic advertising response is examined for branded and generic meat products (beef, pork, and poultry). A dynamic conceptual model is developed to identify the determinants of advertising expenditures. A time-series model is then used to examine the competitive behavior of branded and generic meat advertisers. The results identify two types of advertising strategies those based upon changes in revenues and those based upon changes in competitor advertising expenditures. Most groups employ a mix of revenue-based and advertising-based strategies. The results identify examples of both strategic substitutes and strategic complements. No long-run response to generic advertising by brand advertisers in the same commodity group is found.advertising strategy

A REAL OPTIONS APPROACH TO INVESTMENT ANALYSIS OF AUTOMATIC MILKING SYSTEMS

Automatic, or robotic, milking systems are beginning to be introduced to U.S. dairy farmers. This paper employs an ex ante approach to real options investment analysis of automatic milking systems.Livestock Production/Industries,

A Real Options Analysis of Automatic Milking Systems

Automatic, or robotic, milking systems have the potential to significantly change the way milk is produced on U.S. dairy farms. However, there is a high degree of uncertainty associated with adoption of this new technology. A real options approach is used to analyze the decision to replace an operational milking system with an automatic milking system. The most important source of uncertainty is shown to be the length of the technology's useful life. Under our assumptions, the automatic system is always an optimal investment if it is certain that it will last longer than the operational system being replaced.Livestock Production/Industries,

The Effect of Human Resource Management Practices on Farm Profitability: An Initial Assessment

Sound human resource management practices such as performance bonuses, performance reviews and feedback, and standard operating procedures allow farm managers to improve the human capital, and profitability, on the farm. To date, no research of the impact of HRM practices on farm profitability has been published. This article provides a theoretical justification for analyzing the impacts of HRM practices on firm profitability. This model assumes that HRM practices are labor-augmenting technologies, causing existing labor to be more efficient in production. Empirical results provide little support for a positive relationship between HRM practices and farm profitability, although additional research is suggested.