Transaction cost economics and its uses in marketing |
| |
Authors: | Oliver Williamson Tarek Ghani |
| |
Institution: | (1) Haas School of Business, University of California, Berkeley, Berkeley, CA 94720–1900, USA;(2) Business, Economics and Law, Berkeley, CA, USA |
| |
Abstract: | Scholarship at the intersection of transaction cost economics (TCE) and marketing has enjoyed an impressive record of growth
over the past three decades, and the future promises more of the same. Following Erin Anderson’s perceptive uses of TCE in
her 1982 dissertation, the field of marketing has made many constructive uses of and contributions to TCE, where the latter include
broadening the reach of TCE, posing important challenges, and identifying opportunities still to be addressed. Given this
history, we advance the proposition that the relation between TCE and marketing has been and should be a two-way street. In
considering the scope for future research, we give special attention to issues of asymmetric costs, the dynamics of governance,
and disequilibrium contracting. We also discuss the four precepts of pragmatic methodology, with special emphasis on prediction
and empirical testing. The Appendix provides added perspective on the evolving “science of organization” of which TCE is a
part. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|