Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities

Transaction cost theory (TCT) is one of the most dominant theoretical perspectives in contemporary business-to-business (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 to...

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Bibliographic Details
Published in:Marketing letters 2010-09, Vol.21 (3), p.211-222
Main Authors: Rindfleisch, Arie, Antia, Kersi, Bercovitz, Janet, Brown, James R., Cannon, Joseph, Carson, Stephen J., Ghosh, Mrinal, Helper, Susan, Robertson, Diana C., Wathne, Kenneth H.
Format: Article
Language:English
Subjects:
Business and Management
Business structures
Business to business
Business to business commerce
Contracts
Corporate governance
Costs
Economic conditions
Economic research
Financial economics
Governance
Influence
Marketing
Natural resources
Opportunistic behavior
Opportunity cost
Perceptions
Studies
Theory
Transaction costs
Working papers
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Summary:Transaction cost theory (TCT) is one of the most dominant theoretical perspectives in contemporary business-to-business (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.
ISSN:0923-0645
1573-059X
DOI:10.1007/s11002-010-9104-3