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- Title
Economías de escala publicitarias en grandes empresas en México 2008-2011.
- Authors
Cruz Rodríguez, Ignacio Javier
- Abstract
The objective of this paper is to analyze the impact of advertising by big companies in Mexico. By a quantification of sales-advertising elasticity at company level this article classifies advertising economies or diseconomies of scale. The results suggest the presence of advertising scale economies in Walmart and Telcel and advertising scale diseconomies for the rest. Finally, a discussion is presented on the advantages and disadvantages of the results.
- Subjects
MEXICO; ADVERTISING; ECONOMICS; BUSINESS enterprises; WAL-Mart Stores Inc.; TELCEL (Company); DISECONOMIES of scale
- Publication
Estudios Gerenciales, 2014, Vol 30, Issue 130, p3
- ISSN
0123-5923
- Publication type
Article
- DOI
10.1016/j.estger.2014.02.004