A general framework for explaining internal vs. external exchange

Robert F Lusch, Stephen W. Brown, Gary J. Brunswick

Research output: Contribution to journalArticle

90 Citations (Scopus)

Abstract

There is an often overlooked substitute for exchange in the marketplace. Organizational units in the form of house-holds and businesses can create, consume and/or use goods and services internally and thus avoid markets. This article offers a unified discussion of why organizations engage in internal as well as external exchange activity, with the objective of encouraging marketing theorists to integrate internal exchange into the discipline. By addressing internal exchange activity, scholars should be able to construct more comprehensive theories of macromarketing, competitive strategy, and perhaps even a general theory of marketing.

Original languageEnglish (US)
Pages (from-to)119-134
Number of pages16
JournalJournal of the Academy of Marketing Science
Volume20
Issue number2
DOIs
StatePublished - Mar 1992
Externally publishedYes

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Marketing
Competitive strategy
Household
Macromarketing
General theory
Substitute

ASJC Scopus subject areas

  • Economics and Econometrics
  • Marketing
  • Business and International Management

Cite this

A general framework for explaining internal vs. external exchange. / Lusch, Robert F; Brown, Stephen W.; Brunswick, Gary J.

In: Journal of the Academy of Marketing Science, Vol. 20, No. 2, 03.1992, p. 119-134.

Research output: Contribution to journalArticle

Lusch, Robert F ; Brown, Stephen W. ; Brunswick, Gary J. / A general framework for explaining internal vs. external exchange. In: Journal of the Academy of Marketing Science. 1992 ; Vol. 20, No. 2. pp. 119-134.
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