An Integrated Power and Efficiency Model of Contractual Channel Governance: Theory and Empirical Evidence
Abstract
Power theories (e.g., social exchange theory, resource dependence theory) and efficiency theories (e.g., transaction cost analysis) offer very different perspectives on the design of contractual governance in marketing channels. Whereas power theory suggests that governance will reflect the preferences of powerful firms, efficiency theories argue that governance will maximize joint value. In this research, the authors provide an integrative...
Paper Details
Title
An Integrated Power and Efficiency Model of Contractual Channel Governance: Theory and Empirical Evidence
Published Date
May 9, 2019
Journal
Volume
83
Issue
4
Pages
101 - 120
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