Transaction Cost Analysis in Marketing: Looking Back, Moving Forward
نویسندگان
چکیده
Contributions to the theory and application of the Williamson’s transaction cost framework by scholars in Marketing are reviewed. From its initial appearance in the late 1970s, the Williamsonian approach has moved from a theoretical curiosity to the workhorse model in one subfield of marketing; viz. channels. Possible reasons for this success are traced here. The consistent empirical support for the core model, its applicability to a broad range of managerially relevant problems, its successes in horse races against competing theories, and its co-existence with complementary theories are unpacked. The paper closes with speculation about future trends about transaction cost analysis in marketing. © 2010 New York University. Published by Elsevier Inc. All rights reserved.
منابع مشابه
Looking Back and Moving Forward
Dr. Neilson (Ph.D. Queen’s University, Marketing and MIS) is an Assistant Professor at the Sprott School of Business. She taught Information Systems courses in her previous appointment at the University of Guelph, and currently teaches in the Marketing area at the Sprott School. Her research focuses on social and cultural influences on consumption, consumer culture theory, morality in marketpla...
متن کاملLooking Back, Moving Forward
Looking Back, Moving Forward I am delighted to present the fourth issue of the ACG Case Reports Journal, which culminates our first year of publication. Over the past year, we received 470 submissions, of which 81 were selected for publication. Our success would not be possible without the efforts of the authors, reviewers, and editors, as well as ACG Publications Committee and ACG support staf...
متن کاملAssessing the Iranian Fiscal Sustainability in Past and Future through Tax Side of the Economy
This paper, I have focused on the tax side of the fiscal policy to investigate the past and future behavior of fiscal sustainability in Iran. To do so, I have employed two different forward-looking and backward-looking approaches. First, the backward-looking approach is the fiscal policy rule proposed by Daving & Leeper (2011). Precisely, this rule determines that whether the fiscal policy is ...
متن کامل