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Tekijä:Sheng, S. (et al.)
Otsikko:Do exchange hazards always foster relational governance? An empirical test of the role of communication
Lehti:International Journal of Research in Marketing
2006 : MAR, VOL. 23:1, p. 63-77
Asiasana:marketing channels
communication
Vapaa asiasana:relational governance
Kieli:eng
Tiivistelmä:In this empirical paper, economic and social origins of relational governance (here as: rel-gov.) are explored. Transaction cost economics is used to argue that exchange hazards (here as: exg-hzs.) might limit the use of rel-gov. when power asymmetry exists within a marketing channel. In addition, from a sociological perspective, a governance mechanism is not determined solely by initial exchange conditions. It is argued that the social contact occuring through inter-organizational communication not only is a critical determinant of rel-gov., but it also may moderate opportunism arising from exg-hzs., thus increasing the establishment of rel-gov. Overall, the empirical results support this paper's hypotheses.
SCIMA tietueen numero: 260563
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