It is the objective of this paper to provide a methodological framework for the analysis of regional marketing programs which inlclude regional-origin labelling as well as quality assurance and control. Such programs are increasingly being introduced in Europe and other parts of the world as a means against quality uncertainty in globalized markets. An equilibrim - displacement model is developed for a segmented market with differential qualities that can be utilized for a broad variety of marketing programs. It is applied to one selected European case, i.e. “Gepruefte Qualitaet - Bayern”. It is shown that the price impacts on high-quality and low-quality segments depend crucially on substitutive relationships between the markets and the advertising elasticities. Welfare implications for producers in a program depend strongly on advertising elasticities, too, but also on the costs of participation including quality control and on the co-financing mechanism between government and producers.
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Document Type: Research Article
Department of Rural Economy, University of Alberta, Edmonton, Alberta, Canada
Department of Agricultural, Environmental, and Development Economics at Ohio State University, Columbus, OH, USA
Institute of Agricultural Policy and Market Research, University of Giessen, Giessen, Germany
Publication date: 2009-02-01
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