“…Under competition, Rosen (1974) has shown that these shadow prices reflect both marginal rate of substitution (on the demand side) and marginal rate of transformation (on the supply side) of the underlying characteristics. This has stimulated much research on the implicit pricing of characteristics imbedded in differentiated products (Jacobson and Walker, 1973;Lucas, 1975;Ball and Kirwan, 1977;Perrin, 1980;Updaw, 1980;Palmquist, 1984;Epple, 1987;St-Pierre and Scobie, 1987;Brorsen et al, 1998;Lenz et al, 1994;Gillmeister et al, 1996;Buccola and Iizuka, 1997;Combris et al, 2000).…”