MKTG 556 | Session 7 | Transaction Cost Analysis: Past, Present, and Future Applications

MKTG 556 | Session 7 | Transaction Cost Analysis: Past, Present, and Future Applications - 1997 Arie Rindfleisch & Jan B. Heide Introduction: The abstract presents Transaction Cost Analysis (TCA) as a leading framework for understanding governance in marketing channels. Rindfleisch and Heide's main goal is to review TCA's origins, analyze its practical applications in marketing, and identify areas for future research. They position TCA as a link between economics and marketing, emphasizing both its theoretical depth and practical usefulness in managing interorganizational exchanges.