Governance value analysis and marketing strategy

Text

Governance value analysis and marketing strategy

Ghosh, Mrinal - ; John, George - ;

A study is presented that extends transaction cost analysis into a governance value analysis (GVA) framework to address marketing strategy decisions, especially with regard to strategies grounded in cooperative relationships. The GVA is a 4-part model. Heterogeneous resources, positioning, the consequent attributes of exchange, and governance form all interact to determine success increasing and claiming value. The trade-offs among these factors are the core insight offered by the model. The study illustrates these trade-offs and specify empirically refutable implications. It sketchs directions for future work and a blueprint for managerial decision making.Printed Journal

Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Marketing management Value analysis Market strategy studies
ISBN/ISSN	920703
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data