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 language | English (US) |
|---|---|
| Pages (from-to) | 211-222 |
| Number of pages | 12 |
| Journal | Marketing Letters |
| Volume | 21 |
| Issue number | 3 |
| DOIs | |
| State | Published - 2010 |
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Keywords
- Governance
- Opportunism
- Transaction cost theory
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing
Cite this
Transaction costs, opportunism, and governance : Contextual considerations and future research opportunities. / Rindfleisch, Aric; Antia, Kersi; Bercovitz, Janet; Brown, James R.; Cannon, Joseph; Carson, Stephen J.; Ghosh, Mrinal G; Helper, Susan; Robertson, Diana C.; Wathne, Kenneth H.
In: Marketing Letters, Vol. 21, No. 3, 2010, p. 211-222.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Transaction costs, opportunism, and governance
T2 - Contextual considerations and future research opportunities
AU - Rindfleisch, Aric
AU - Antia, Kersi
AU - Bercovitz, Janet
AU - Brown, James R.
AU - Cannon, Joseph
AU - Carson, Stephen J.
AU - Ghosh, Mrinal G
AU - Helper, Susan
AU - Robertson, Diana C.
AU - Wathne, Kenneth H.
PY - 2010
Y1 - 2010
N2 - 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.
AB - 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.
KW - Governance
KW - Opportunism
KW - Transaction cost theory
UR - http://www.scopus.com/inward/record.url?scp=77954427549&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=77954427549&partnerID=8YFLogxK
U2 - 10.1007/s11002-010-9104-3
DO - 10.1007/s11002-010-9104-3
M3 - Article
AN - SCOPUS:77954427549
VL - 21
SP - 211
EP - 222
JO - Marketing Letters
JF - Marketing Letters
SN - 0923-0645
IS - 3
ER -