Abstract
There has been widespread acknowledgement in the marketing literature of the relevance of exchange governance structures for understanding channel functions and performance. In this context, Williamson's Transaction Cost Analysis of vertical integration has proven a useful framework from which to examine channel governance structures. However, the polar extremes represented in this framework -- e.g. true markets and hierarchies -- appear infrequently across channel relationships. As a result, increasing emphasis has been directed toward understanding the many intermediate "hybrid forms" of governance structures possible in channel relationships.
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© 2015 Academy of Marketing Science
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Gundlach, G. (2015). Relational Exchange Research in Marketing. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_23
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DOI: https://doi.org/10.1007/978-3-319-17049-7_23
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17048-0
Online ISBN: 978-3-319-17049-7
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