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Transaction cost economics and its uses in marketing

✍ Scribed by Oliver Williamson; Tarek Ghani

Book ID
107496960
Publisher
Sage Publications
Year
2011
Tongue
English
Weight
212 KB
Volume
40
Category
Article
ISSN
0092-0703

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No matter what type of relationship a buyer has with a particular supplier, the buyer faces the decision of whether to either stay with the supplier or to switch to another supplier. This paper introduces a model of the buyer's switching decision that integrates tenets of both transaction cost econo