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Title of Journal: Mark Lett

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Abbravation: Marketing Letters

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Springer US

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10.1007/978-3-0348-7283-6_36

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1573-059X

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Transaction costs opportunism and governance Co

Authors: Aric Rindfleisch Kersi Antia Janet Bercovitz James R Brown Joseph Cannon Stephen J Carson Mrinal Ghosh Susan Helper Diana C Robertson Kenneth H Wathne
Publish Date: 2010/03/06
Volume: 21, Issue: 3, Pages: 211-222
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Abstract

Transaction cost theory TCT is one of the most dominant theoretical perspectives in contemporary businesstobusiness 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

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  2. Search engine advertisements: The impact of advertising statements on click-through and conversion rates
  3. Measuring long-run marketing effects and their implications for long-run marketing decisions
  4. Targeting Miss Daisy: Using age and gender to target unethical sales tactics
  5. Managing sub-branding affect transfer: the role of consideration set size and brand loyalty
  6. The relationship between in-store marketing and observed sales for organic versus fair trade products
  7. The timing and context of consumer decisions
  8. Integrated mixed logit and latent variable models
  9. The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements
  10. It’s all relative: how customer-perceived competitive advantage influences referral intentions
  11. It’s all relative: how customer-perceived competitive advantage influences referral intentions
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