Transaction cost analysis: Past, present, and future applications

Aric Rindfleisch, Jan B. Heide

Research output: Contribution to journalArticle

Abstract

Over the past decade, transaction cost analysis (TCA) has received considerable attention in the marketing literature. Marketing scholars have made important contributions in extending and refining TCA's original conceptual framework. The authors provide a synthesis and integration of recent contributions to TCA by both marketers and scholars in related disciplines, an evaluation of recent critiques of TCA, and an agenda for further research on TCA.

Original languageEnglish (US)
Pages (from-to)30-54
Number of pages25
JournalJournal of Marketing
Volume61
Issue number4
DOIs
StatePublished - Oct 1997
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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