Author
Seggie, Steven Head
Publication Date
2012-06
Publication Place
-
American Marketing Association
Subject
Transaction cost economics
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
1069-031X
Record ID
85ccc2cc-82f9-4784-8fbe-6964094e16a6
Library Location
Entrepreneurship
Date
2012-06
Notes
Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Sample Text
Transaction cost economics (TCE) has received much attention in the international marketing literature over the past 25 years. Many key issues in international marketing have been examined through the lens of TCE, including entry mode choice, the governance of international distribution channels, propensity to franchise, international pricing control, and the governance of international buyer–supplier relationships. The author presents a review and analysis of 43 empirical TCE international marketing studies from 1987 to the present day. The results from this review and analysis indicate that the extant international marketing TCE studies demonstrate some support for the TCE propositions. In addition to these findings, the author also notes some key measurement issues, issues involving the dominance of U.S.-based studies, and some data equivalence issues. He builds on the results of the analysis to lay out important future research directions in the TCE international marketing domain.
DOI
10.1509/jim.11.0119
Cilt
20
