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

doi:10.1007/s11002-010-9104-3

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

Marketing

Research output: Contribution to journal › Article

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 language	English (US)
Pages (from-to)	211-222
Number of pages	12
Journal	Marketing Letters
Volume	21
Issue number	3
DOIs	https://doi.org/10.1007/s11002-010-9104-3
State	Published - Mar 10 2010

Keywords

Governance
Opportunism
Transaction cost theory

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

Access to Document

10.1007/s11002-010-9104-3

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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

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; Helper, Susan; Robertson, Diana C.; Wathne, Kenneth H.

In: Marketing Letters, Vol. 21, No. 3, 10.03.2010, p. 211-222.

Research output: Contribution to journal › Article

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