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Business-to-Business-Marketing

Flexibility in Buyer-Seller Relationships

A Transaction Cost Economics Extension based on Real Options Analysis

Authors: Roemer, Ellen

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About this book

In marketing research, industrial buyer-seller relationships are frequently analyzed by Transaction Cost Economics (TCE). The TCE rationale tends to emphasize the benefits of reduced flexibility in relationships. Institutional safeguards are recommended in order to protect against behavioral uncertainty thereby simultaneously reducing flexibility. Nevertheless, this perspective largely disregards the value of greater flexibility in the presence of environmental uncertainty. Due to environmental change, "better" outside options can emerge requiring flexibility to react. Consequently, a flexibility trade-off emerges when relationships are affected by both behavioral and environmental uncertainty.

Ellen Roemer analyzes the flexibility trade-off in buyer-seller relationships. She investigates how relationships should be managed when there is behavioral and environmental uncertainty. TCE, real options analysis, and Austrian economics are used to explore the flexibility trade-off. By extending traditional TCE by real options analysis, an optimum degree of flexibility can be determined.

About the authors

Dr. Ellen Roemer war wissenschaftliche Assistentin bei Prof. Dr. Mario Rese am Lehrstuhl für Betriebswirtschaftslehre, insb. Marketing, der Universität Paderborn. Sie ist Lecturer in Marketing, School of Management der University of Bradford in England.

Table of contents (6 chapters)

Table of contents (6 chapters)
  • The Necessity of an Analysis of Flexibility in Buyer-Seller Relationships

    Pages 1-9

    Roemer, Ellen

  • A Transaction Cost Economics Explanation of Buyer-Seller Relationships

    Pages 10-33

    Roemer, Ellen

  • The Analysis of Flexibility in Buyer-Seller Relationships from a Transaction Cost Economics Perspective

    Pages 34-80

    Roemer, Ellen

  • Rational Flexibility in Buyer-Seller Relationships — A Real Options Approach

    Pages 81-121

    Roemer, Ellen

  • Real Flexibility in Buyer-Seller Relationships — An Austrian Economics Perspective

    Pages 122-153

    Roemer, Ellen

Buy this book

eBook $84.99
price for USA in USD (gross)
  • ISBN 978-3-322-81833-1
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $109.99
price for USA in USD
  • ISBN 978-3-8244-8195-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Flexibility in Buyer-Seller Relationships
Book Subtitle
A Transaction Cost Economics Extension based on Real Options Analysis
Authors
Series Title
Business-to-Business-Marketing
Copyright
2004
Publisher
Deutscher Universitätsverlag
Copyright Holder
Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden
eBook ISBN
978-3-322-81833-1
DOI
10.1007/978-3-322-81833-1
Softcover ISBN
978-3-8244-8195-8
Edition Number
1
Number of Pages
XIX, 191
Number of Illustrations
7 b/w illustrations
Topics