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Hubert Gatignon
Emeritus Professor of Marketing
Keywords
Erin Anderson; TCE; TCA; Transaction Costs; Asset Specificity
Journal Article
Gatignon A., Gatignon H. (2010). Erin Anderson and the Path Breaking Work of TCE in New Areas of Business Research: Transaction Costs in Action Journal of Retailing, 86(3), (pp232-247).
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.