Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms

Preprint OPEN
Alvin J. Silk; Ernst R. Berndt;
(1994)
  • Subject:
    • jel: jel:L84 | jel:L11

What accounts for the diversity and limited concentration that has long characterized the organization of the advertising agency industry? This question is addressed by treating an advertising agency as a multiproduct firm. The firm's product line or service mix is defi... View more
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