On inter-industry variation in the vertical integration of advertising services
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Publication
2005 - Division of Research, Harvard Business School, Boston, Massachusetts
Language
English
Word Count
13,250 words, Guess
Page Count
53 pages
Identifiers
- Open LibraryOL57679616M
- OCLC Control Number64388734
Description
We investigate inter-industry variation in the relative incidence of advertisers' utilization of in-house rather than independent advertising agencies. To account for this variability, we develop a set of hypotheses drawing. The first perspective emphasizes scale economies and "double marginalization." The second perspective is that of transactions cost economics. The hypotheses are tested using a database consisting of a cross section of 70 two digit SIC industries measured at two points in time, 1991 and 1999.
Subjects
Series Statement
- Working paper / Division of Research, Harvard Business School -- 06-025
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