TY - JOUR
T1 - Transaction Cost Analysis
T2 - Past, Present, and Future Applications
AU - Rindfleisch, Aric
AU - Heide, Jan B.
N1 - Publisher Copyright:
© 1997 American Marketing Association.
PY - 1997/10
Y1 - 1997/10
N2 - 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.
AB - 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.
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U2 - 10.1177/002224299706100403
DO - 10.1177/002224299706100403
M3 - Article
AN - SCOPUS:85107912802
SN - 0022-2429
VL - 61
SP - 30
EP - 54
JO - Journal of Marketing
JF - Journal of Marketing
IS - 4
ER -