Risk and Uncertainty as Barriers to Entry to the Ready-to-Eat Breakfast Cereal Industry in the United States

Author

James Hyland Ryan

Publication Date

6-5-1968

Abstract

This paper examines entrance barriers to the ready-to-eat breakfast cereal industry in the United States. Research studies and primary data are examined for the purpose of demonstrating the existing product-market synergy differential between industry participants and potential entrants to this market. This synergy differential is then examined in relation to the perceived risk associated with a breakfast cereal product investment, when viewed by a potential entrant vis-a-vis an industry participant. Explanatory models are formulated and developed which describe the relationship between the rate of return on investment and the risk/uncertainty inherent in the cereal industry.

Language

English

Document Type

Thesis

Degree Name

Master of Business Administration (MBA)

Level of Degree

Masters

Department Name

Anderson School of Management

First Committee Member

Daniel Michael Slate

Second Committee Member

Howard Vivian Finston

Third Committee Member

James Earl Brown

Recommended Citation

Ryan, James Hyland. "Risk and Uncertainty as Barriers to Entry to the Ready-to-Eat Breakfast Cereal Industry in the United States." (1968). https://digitalrepository.unm.edu/anderson_etds/74