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Erin Anderson and the path breaking work of TCE in new areas of business research: transaction costs in action

Author: Gatignon, Aline ; Gatignon, HubertINSEAD Area: Marketing ; Strategy Series: Working Paper ; 2010/40/ST/MKT Publisher: Fontainebleau : INSEAD, 2010.Language: EnglishDescription: 31 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: This review article synthesizes Erin Anderson's academic contribution, with an emphasis on two path-breaking aspects of her work, namely the operationalization of TCA in different contexts and the refinement of the theory. We review the measures that she developed to reflect key TCE constructs, and identify five contexts in which her application of TCE concepts broke new paths. These are employee or representative salesforces, choice of foreign entry mode, new market entry and innovation, countertrade, and ethics. We highlight a number of ways in which her research integrates other theories to transaction cost economics, thereby deepening our understanding of key issues involving make-or-buy decisions. Finally, we draw attention to directions for future research identified through her work.
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This review article synthesizes Erin Anderson's academic contribution, with an emphasis on two path-breaking aspects of her work, namely the operationalization of TCA in different contexts and the refinement of the theory. We review the measures that she developed to reflect key TCE constructs, and identify five contexts in which her application of TCE concepts broke new paths. These are employee or representative salesforces, choice of foreign entry mode, new market entry and innovation, countertrade, and ethics. We highlight a number of ways in which her research integrates other theories to transaction cost economics, thereby deepening our understanding of key issues involving make-or-buy decisions. Finally, we draw attention to directions for future research identified through her work.

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