Patterson, Paul M.

August, 2010

By: Richards, Timothy J.; Hamilton, Stephen F.; Patterson, Paul M.
Private labels, also known as store brands, are an important component of competitive strategy among multi-product retailers, as they can increase retailers’ power over suppliers in the vertical channel or facilitate horizontal differentiation among retailers. This paper seeks to identify the relative importance of each role, conditional on the location of both private labels and national brands of ice cream in attribute space. We find that retailers’ share of the total margin (retail price less production cost) is higher for private labels than national brands when retailers choose to imitate national brands with their own offerings.

December, 2007

By: Richards, Timothy J.; Patterson, Paul M.; Hamilton, Stephen F.
Many attribute the rise in obesity since the early 1980's to the overconsumption of fast food. A dynamic model of a different-product industry equilibrium shows that a firm with market power will price below marginal cost in a steady-state equilibrium. A spatial hedonic pricing model is used to test whether fast food firms set prices in order to exploit their inherent addictiveness. The results show that firms price products dense in addictive nutrients below marginal cost, but price products high in nonaddictive nutrients higher than would be the case in perfect competition.

August, 2005

By: Richards, Timothy J.; Patterson, Paul M.
Many public programs promote diets rich in fruits and vegetables based on evidence of the derived health benefits. Still, produce consumption in the United States lags behind other nations, even its most culturally similar neighbor--Canada. This study uses a structural latent variable model to test the role played by quality and health information in explaining observed differences in produce consumption. The Alchian-Allen effect predicts that higher quality, higher absolute margin produce will be exported, suggesting quality may be an important demand factor in importing nations such as Canada. The results show that dietary health information is significant in expanding demands. Quality also promotes fruit consumption in Canada.

December, 1999

By: Richards, Timothy J.; Patterson, Paul M.
Food safety has become an important issue affecting public health and grower profits. Outbreaks of foodborne illnesses are typically accompanied by press accounts of the incident and a decrease in demand. This study estimates the short- and long-run impacts of adverse and positive information delivered through print media on strawberry grower profits. Positive information may arise as apart of the promotional efforts of grower associations. It is found that adverse information reduces grower profits, but that positive information can partially offset their effects. It is suggested that grower groups could redirect funds used for promotion to food safety initiatives.

December, 1998

By: Richards, Timothy J.; Patterson, Paul M.
Government-supported promotion in foreign markets may justified when market failures exist, such as spillover externalities, where promotion of one commodity positively influences exports of another, or when market uncertainties cause planning horizons to be shorter than the persistent effects of promotion. A dynamic model of U.S. apple, almond, grape, and wine export supply is developed to test for these market failures. Promotion is viewed as an investment in establishing and maintaining a product's image. Evidence supporting the existence of each market failure is found. Exporters and program administrators may fail to account for them in export promotion planning.

July, 1996

By: Patterson, Paul M.; Abbott, Philip C.; Stiegert, Kyle W.
The U.S. government awarded export subsidies to agribusiness firms through the Export Enhancement Program (EEP). This study analyzes (a) whether the subsidies promoted new firm market entry and (b) whether firm characteristics influenced program participation. Trade in three commodities, poultry, wheat, and wheat flour, was analyzed using firm level data. It was found that new firm market entry was not significantly higher among subsidy recipients and that past program participation strongly influenced current program participation. Although the EEP is believed to have been administered fairly, perceived or real barriers prevented some firms from using it.