Governance value analysis and marketing strategy

Mrinal G Ghosh, George John

Research output: Contribution to journalArticle

252 Citations (Scopus)

Abstract

The authors extend transaction cost analysis into a governance value analysis (GVA) framework to address marketing strategy decisions, especially with regard to strategies grounded in cooperative relationships. The GVA is a four-part model. Heterogeneous resources, positioning, the consequent attributes of exchange, and governance form all interact to determine success in creating and claiming value. The trade-offs among these factors are the core insight offered by the model. The authors illustrate these trade-offs and specify empirically refutable implications. Finally, they sketch directions for future work and a blueprint for managerial decision making.

Original languageEnglish (US)
Pages (from-to)131-145
Number of pages15
JournalJournal of Marketing
Volume63
Issue numberSUPPL.
StatePublished - 1999
Externally publishedYes

Fingerprint

Governance
Marketing strategy
Value analysis
Trade-offs
Factors
Transaction cost analysis
Resources
Governance form
Managerial decision making
Positioning

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Economics and Econometrics

Cite this

Governance value analysis and marketing strategy. / Ghosh, Mrinal G; John, George.

In: Journal of Marketing, Vol. 63, No. SUPPL., 1999, p. 131-145.

Research output: Contribution to journalArticle

Ghosh, MG & John, G 1999, 'Governance value analysis and marketing strategy', Journal of Marketing, vol. 63, no. SUPPL., pp. 131-145.
Ghosh, Mrinal G ; John, George. / Governance value analysis and marketing strategy. In: Journal of Marketing. 1999 ; Vol. 63, No. SUPPL. pp. 131-145.
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