Consumer packaged goods in the France: national brands, local branding

Using data from 50 US markets, Bronnenberg, Dhar, and Dube (2007) observe that geographic variation is the predominant source of variation in national brand market shares. Moreover, this cross-sectional variation is much larger than cross-time variation. The authors extend this surprising and previously undocumented result in several respects. First, they seek to assess whether this result gene…