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Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities

Marketing Letters volume 21, pages 211–222 (2010)Cite this article

Abstract

Transaction cost theory (TCT) is one of the most dominant theoretical perspectives in contemporary business-to-business (B2B) research. Our article provides a brief review of this theory and identifies six important contextual considerations for future research. These considerations center on the topics of opportunism and governance and are intended to help refine and extend TCT’s theoretical, methodological, and substantive scope. In addition to exploring these particular ideas, we also encourage B2B scholars to contemplate ways of enriching TCT to meet the challenges posed by today’s rapidly shifting economic landscape.

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Authors and Affiliations

  1. University of Wisconsin-Madison, Madison, WI, USA

    Aric Rindfleisch & Kersi Antia

  2. Korea University, Seoul, South Korea

    Aric Rindfleisch

  3. University of Illinois at Urbana-Champaign, Champaign, IL, USA

    Janet Bercovitz

  4. West Virginia University, Morgantown, WV, USA

    James R. Brown

  5. Colorado State University, Fort Collins, CO, USA

    Joseph Cannon

  6. University of Utah, Salt Lake City, UT, USA

    Stephen J. Carson

  7. University of Arizona, Tucson, AZ, USA

    Mrinal Ghosh

  8. Case Western Reserve University, Cleveland, OH, USA

    Susan Helper

  9. University of Pennsylvania, Philadelphia, PA, USA

    Diana C. Robertson

  10. Norwegian School of Management, Oslo, Norway

    Kenneth H. Wathne

Authors
  1. Aric Rindfleisch
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  2. Kersi Antia
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  3. Janet Bercovitz
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  4. James R. Brown
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  5. Joseph Cannon
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  6. Stephen J. Carson
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  7. Mrinal Ghosh
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  8. Susan Helper
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  9. Diana C. Robertson
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  10. Kenneth H. Wathne
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Correspondence to Aric Rindfleisch.

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Rindfleisch, A., Antia, K., Bercovitz, J. et al. Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities. Mark Lett 21, 211–222 (2010). https://doi.org/10.1007/s11002-010-9104-3

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Keywords

  • Transaction cost theory
  • Opportunism
  • Governance