Where Are We Now and Where Do We Go From Here? A Review of the Transaction Cost-Based Buyer-Seller Relationship Literature
Over the past two decades, marketing researchers have used transaction cost analysis (TCA) to make important advancements in our knowledge and understanding of interorganizational buyer-seller relationships. Interestingly, though a great deal of research has been done to date, no comprehensive revie...
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| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
Marketing Management Association
2009-01-01
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| Col·lecció: | Marketing Management Journal |
| Accés en línia: | https://doi.org/10.63963/001c.150957 |
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