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| Author: | Brettel, M. Engelen, A. Müller, T. |
| Title: | Forward channel integration and performance: An application of transaction cost economics and the misalignment concept |
| Journal: | Journal of Marketing Management
2011 : FEB, VOL. 27:1-2, p. 41-59 |
| Index terms: | distribution transaction costs integration |
| Language: | eng |
| Abstract: | The purpose of the paper is to examine the performance consequences of transaction cost economics' (TCE) prescriptions based upon the misalignment concept. The research model is tested with a sample of young firms. The results reveal that some channel-integration decisions can be accounted for by TCE. The study confirms that the normative value of TCE acts in line with TCE's prescriptions and positively impacts performance. |
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