George John Governance Value Analysis and Marketing Strategy
نویسنده
چکیده
The authors extend 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 four-part model. Heterogeneous resources, positioning, the consequent attributes of exchange, and governance form all interact to determine success in creating and claiming value. The trade-offs among these factors are the core insight offered by the modei. The authors illustrate these trade-offs and specify empirically refutable implications. Finaiiy, they sketch directions for future work and a blueprint for managerial decision making.
منابع مشابه
Strategic Fit in Industrial Alliances: An Empirical Test of Governance Value Analysis
Journal of Marketing Research Vol. XLII (August 2005), 346–357 *Mrinal Ghosh is Assistant Professor of Marketing, Ross School of Business, University of Michigan (e-mail: [email protected]). George John is Pillsbury-Gerot Chair in Marketing, Carlson School of Management, University of Minnesota (e-mail: [email protected]). The authors thank Desmond Ho Fu Lo for his valuable research assista...
متن کاملBusiness to business governance structure and marketing strategy
a r t i c l e i n f o Keywords: Channel governance structure Marketing strategy Business to business marketing This study tries to find an answer to the question: Are different marketing channel governance structural dimensions equally conducive for different marketing strategies? The results from an empirical study suggest that different dimensions of channel governance structure may not be eq...
متن کاملIntrinsic Value: Towards A Pragmatic Theory
Intrinsic value is a concept central to the environmentalist movement. Whether one believes that natural objects have intrinsic value is supposed to determine whether one takes a ecocentric or homocentric approach to environmentalism, whether we practice deep or (merely) shallow ecology. Yet this concept is also a center of controversy and confusion. Just what does it mean for something to ha...
متن کاملMarketing’s Contribution to the Implementation of Business Strategy: an Empirical Analysis
This paper describes a study that assesses the performance implications of matching marketing strategy to business strategy. In order to conduct this study we first reviewed the literature on marketing strategy to identify its key dimensions. We then conducted a survey of 1000 senior marketing executives about the strategic marketing practices adopted in their respective firms or business units...
متن کاملA Presentation of the Strategic Entrepreneurial Marketing Model in the Construction Industry
The objective of the present study is to provide a strategic entrepreneurial marketing model in the construction industry in the construction companies of the north of the country using the Grounded theory. The present study is a qualitative research which uses Grounded theory by focusing on deep and semi-structured interview and providing an entrepreneurial strategic marketing strategy. In thi...
متن کامل