Review paper

Fields of opportunity: How marketers design the transaction game with transaction field maps

Volume: 43, Issue: 5, Pages: 726 - 736
Published: Jul 1, 2014
Abstract
While the importance of transaction institutions, or rules, has long been established in the area of marketing governance, marketers and academics alike would benefit from guidance in the strategic use of the rules of the transaction game. This is particularly important in B2B and industrial markets where innovations in the rule-making environment have a significant effect on innovation. Strategically, the organization achieves its customer...
Paper Details
Title
Fields of opportunity: How marketers design the transaction game with transaction field maps
Published Date
Jul 1, 2014
Volume
43
Issue
5
Pages
726 - 736
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