search query: @author Heide, J. B. / total: 3
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| Author: | Heide, J. B. John, G. |
| Title: | Do norms matter in marketing relationships? |
| Journal: | Journal of Marketing
1992 : APR, VOL. 56:2, p. 32-44 |
| Index terms: | MARKETING INTERORGANIZATIONAL RELATIONS ECONOMIC EFFICIENCY COSTS MANAGEMENT |
| Language: | eng |
| Abstract: | Transaction cost analysis is an important theoretical paradigm in marketing. Howver, the accumulation of transaction cost studies has been accompanied by a growing body of criticism, primarily directed toward its underlying behavioural norm of oportunism. It is shown that norms play a very significant role in structuring economically efficient relationships between independent firms. An empirical test of the proposed conceptual model in a sample of manufacturer-supplier relationships gives good support for the hypotheses deduced from the conceptual framework. Some managerial implications are mentioned. Suggestions for future research are made. |
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