7. Advertising and Corporate Clusters
Consider corporations that use advertising firms to develop marketing campaigns. Each corporation buys one campaign per year, and the cost per campaign is $120?n, where n ? the number of corporations in the cluster (and campaigns per year). The cost of labor per firm is $30 ? n. A corporation’s profit equals its total revenue of $200 minus the sum of its marketing and labor costs. There are two location options: an isolated site (n ? 1) or a cluster with up to five corporations.
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Use a graph like Figure 3–2 to show the profit gap (profit in cluster − profit
in isolation) for one through five corporations.
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If initially all corporations are isolated and then one joins another to form a
two-corporation cluster, other firms [will, won’t] have an incentive to join
the cluster because....
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In the long-run equilibrium, there will be a cluster of corporations,
each of which will earn a profit of , differing from the profit of an
isolated site by
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