Rui, Huang; M, Perloff Jeffrey; B, Villas-Boas Sofia - In: Journal of Agricultural & Food Industrial Organization 4 (2006) 1, pp. 1-26
Although many theoretical industrial organization models are based on the existence of a critical mass of exogenously brand loyal consumers, we find little empirical evidence supporting these assumptions in the orange juice retail market. There are very few loyal consumers. More importantly, the...