| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w24794 |
| 来源ID | Working Paper 24794 |
| How Do Firms Build Market Share? | |
| Doireann Fitzgerald; Anthony Priolo | |
| 发表日期 | 2018-07-16 |
| 出版年 | 2018 |
| 语种 | 英语 |
| 摘要 | The question of how firms build market share matters for firm dynamics, business cycles, international trade, and industrial organization. Using Nielsen Retail Scanner data for the United States, we document that in the consumer food industry, brands experience substantial growth in market share in the first four years after successful entry into a regional market. However, markups are flat with respect to brand tenure. This finding is at odds with a large literature on customer markets which argues that firms acquire customers by temporarily offering low markups, and later raise markups once customers are locked in. However, it is consistent with a literature which emphasizes the importance of marketing and advertising activities for building market share. |
| 主题 | Macroeconomics ; Business Cycles ; Industrial Organization ; Market Structure and Firm Performance ; Other ; Accounting, Marketing, and Personnel |
| URL | https://www.nber.org/papers/w24794 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/582468 |
| 推荐引用方式 GB/T 7714 | Doireann Fitzgerald,Anthony Priolo. How Do Firms Build Market Share?. 2018. |
| 条目包含的文件 | ||||||
| 文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
| w24794.pdf（1731KB） | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
除非特别说明，本系统中所有内容都受版权保护，并保留所有权利。
