On inter-industry variation in the vertical integration of advertising services
By: Sharon Horsky, Steven C. Michael, Alvin J. Silk
Series: Working paper / Division of Research, Harvard Business School -- 06-025; Working paper (Harvard Business School. Division of Research) -- 06-025
Publisher: Division of Research, Harvard Business School
Published: 2005
Place of publication: Boston
Language: eng
Number of pages: 53
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.
Notes: Includes bibliographical references.