Professor GianCarlo Moschini published in the most recent issue of International Journal of Industrial Organization. Moschini authored the article "Switching costs in the US seed industry: Technology adoption and welfare impacts" with Jinjing Luo of Citibank and Edward Perry of Kansas State University. The article evaluates the role of brand and technology switching costs in the US soybean seed industry using a unique dataset of actual seed purchases by about 28,000 farmers from 1996 to 2016 and finds that farmers are willing to pay large premiums for brand labels, and even larger premiums for the GT trait, although there is considerable heterogeneity in these values.

Switching costs in the US seed industry: Technology adoption and welfare impacts
Jinjing Luo, GianCarlo Moschini, Edward D. Perry
International Journal of Industrial Organization 89(2023):102977
doi: 10.1016/j.ijindorg.2023.102977