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Transaction Cost Analysis in Marketing: Looking Back, Moving Forward

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  • John, George
  • Reve, Torger

Abstract

Contributions to the theory and application of the Williamson's transaction cost framework by scholars in Marketing are reviewed. From its initial appearance in the late 1970s, the Williamsonian approach has moved from a theoretical curiosity to the workhorse model in one subfield of marketing; viz. channels. Possible reasons for this success are traced here. The consistent empirical support for the core model, its applicability to a broad range of managerially relevant problems, its successes in horse races against competing theories, and its co-existence with complementary theories are unpacked. The paper closes with speculation about future trends about transaction cost analysis in marketing.

Suggested Citation

  • John, George & Reve, Torger, 2010. "Transaction Cost Analysis in Marketing: Looking Back, Moving Forward," Journal of Retailing, Elsevier, vol. 86(3), pages 248-256.
    • Handle: RePEc:eee:jouret:v:86:y:2010:i:3:p:248-256
    DOI: 10.1016/j.jretai.2010.07.012
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    References listed on IDEAS

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    3. Judy Ma & Dongling Huang & M. Kumar & Andrei Strijnev, 2015. "The impact of supplier bargaining power on the advertising costs of movie sequels," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 39(1), pages 43-64, February.
    4. Lim, Boram & Xie, Ying & Haruvy, Ernan, 2022. "The impact of mobile app adoption on physical and online channels," Journal of Retailing, Elsevier, vol. 98(3), pages 453-470.
    5. Aric Rindfleisch, 2020. "Transaction cost theory: past, present and future," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 85-97, June.
    6. Reiß, Michael, 2016. "Marketing ohne Markt? - Marketing zwischen Marktorientierung und Netzwerkorientierung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(5), pages 84-91.
    7. Steven Dahlquist & David Griffith, 2015. "A framework for the formation of governance portfolios in international interfirm marketing collaborations," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(1), pages 45-59, June.
    8. Steven H. Dahlquist & David A. Griffith, 2015. "A framework for the formation of governance portfolios in international interfirm marketing collaborations," AMS Review, Springer;Academy of Marketing Science, vol. 5(1), pages 45-59, June.

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