Δομή της αγοράς και κερδοφορία στους κλάδους της ελληνικής βιομηχανίας με έμφαση στο ρόλο της συγκέντρωσης και των διαφημιστικών δαπανών

Abstract

The purpose of this project is to define the factors which determine the profitability in the branches of the Greek Industry. We will put more emphasis on the role of concentration and advertising expenditures as well as on their influence on the earnings. A sample of 90 industrial branches, at a threefigure level with branches which are brought into action in the processing industry and which employ more than 10 workers per business, for the period 1993-1996, was used. In the first part of the project we present in short, the image of the Greek Industry as well as the problems it faces. Afterwards, the analysis of the important meanings of this project follows, such as the concentration, the advertisement, the profitability and the relation between the entry barriers and the profitability. In the second part, we refer to some previous studies which were contacted at an industry level and which tried to define the profitability. These studies were considered more representative in the way of having used several explanatory variables of the profitability which are used in this project. Then, a descriptive statistics of price-cost margin follows, which is the variable that expresses the profitability at the industrial branches, some other variables which are used in the research, such as the ratio of advertising expenditures, the rate of concentration and the minimum effective rate of production as well as some particular elements which were used for the construction of variables, such as sales, advertising expenditures, the employees and the number of shops which function at the particular branches of industry. In the fourth -and final- part of this project the results of the econometric study, which was conducted in the years 1993,1994, 1995 and 1996 at a cross- sectional level as well as the results which were arisen based on the study of the industry branches, are presented. Four statistic-economic packets (MINITAB, SPSS 10.0, Eviews 3.1 and SHAZAM 7.0) were used for the inferences. The explanatory variables, which were used to define the profitability, are the ratio of advertising expenditures, the minimum effective rate of the production, the capital demands, the index of the export effort and the rate of concentration. Our purpose is to see how profitability reacts in every change in one of these variables. Several related writings were taken into consideration for the working out of this diplomatic project. At the end of this essay it is accurately reported where exactly all the above mentioned are based on.