Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities

Aric Rindfleisch, Kersi Antia, Janet Bercovitz, James R. Brown, Joseph Cannon, Stephen J. Carson, Mrinal Ghosh, Susan Helper, Diana C. Robertson, Kenneth H. Wathne

Research output: Contribution to journalArticle

40 Scopus citations

Abstract

Transaction cost theory (TCT) is one of the most dominant theoretical perspectives in contemporary business-to-business (B2B) research. Our article provides a brief review of this theory and identifies six important contextual considerations for future research. These considerations center on the topics of opportunism and governance and are intended to help refine and extend TCT's theoretical, methodological, and substantive scope. In addition to exploring these particular ideas, we also encourage B2B scholars to contemplate ways of enriching TCT to meet the challenges posed by today's rapidly shifting economic landscape.

Original languageEnglish (US)
Pages (from-to)211-222
Number of pages12
JournalMarketing Letters
Volume21
Issue number3
DOIs
StatePublished - Mar 10 2010

Keywords

  • Governance
  • Opportunism
  • Transaction cost theory

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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    Rindfleisch, A., Antia, K., Bercovitz, J., Brown, J. R., Cannon, J., Carson, S. J., Ghosh, M., Helper, S., Robertson, D. C., & Wathne, K. H. (2010). Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities. Marketing Letters, 21(3), 211-222. https://doi.org/10.1007/s11002-010-9104-3