Specific Investments in Marketing Relationships: Expropriation and Bonding Effects:

Volume: 40, Issue: 2, Pages: 210 - 224
Published: May 1, 2003
Abstract
Specific investments, which are tailored to a particular company or value-chain partner, are important components of firms’ marketing strategies. At the same time, extant theory suggests that such investments pose considerable risk, because they put the receiver in a position to opportunistically exploit the investor. In this article, the authors examine this “expropriation” scenario but also consider whether specific investments, because of...
Paper Details
Title
Specific Investments in Marketing Relationships: Expropriation and Bonding Effects:
Published Date
May 1, 2003
Volume
40
Issue
2
Pages
210 - 224
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