ABSTRACT. Wind and Mahajan argue for the recognition of the process of “marketing hype”, a set of prelaunch activities leading to the creation of a supportive market environment. Ockenden and Franklin state that the CAP provides evidence that agriculture carries a cultural and social significance far in excess of its economic importance. Anwander Phan-huy et al. point out that the dual character of non-commodity outputs with private and public good attributes: the former are strongly linked to commodity outputs, whereas public-good attributes are referred to as non-commodity outputs for which market failure has to be assumed.