A transaction cost approach to channel design with application to multi-channels settings

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

In this chapter, the authors unpack the use of multiple channels to market a given product or service from the manufacturer’s point of view. They briefly review transaction cost logic regarding safeguarding specific investments, promoting adaptation, and mitigating the under-supply of activities lacking good output measures as the drivers of governance forms in a channel. Then, they develop and extend this logic to incorporate three key forms of heterogeneity - namely, firm, outlet, and customer pathways as well as synergies between different governance forms.

Original languageEnglish (US)
Title of host publicationHandbook of Research on Distribution Channels
PublisherEdward Elgar Publishing Ltd.
Pages379-404
Number of pages26
ISBN (Electronic)9780857938602
ISBN (Print)9780857938596
DOIs
StatePublished - Jan 1 2019

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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