Do Norms Matter in Marketing Relationships

@inproceedings{Heide1992DoNM,
  title={Do Norms Matter in Marketing Relationships},
  author={Jan B. Heide and George John},
  year={1992}
}
Transaction cost analysis is rapidly becoming an important theoretical paradigm in marketing. However, the accumulation of transaction cost studies has been accompanied by a growing body of criticism, primarily directed toward its underlying behavioral norm of opportunism. That norm is a serious theoretical deficiency, not only because it may be descriptively inaccurate, but also because it limits the applicability of the theoretical framework. The authors show that norms play a very… CONTINUE READING

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