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Progress and Prospects for Governance Value Analysis in Marketing: When Porter Meets Williamson - Abstract

Authors

Mrinal Ghosh (mghoshmktg@gmail.com), University of Minnesota
George John (johnx001@umn.edu), University of Minnesota

Abstract

In this chapter, the authors provide an analysis of how the Governance Value Analysis (GVA) framework provides a better understanding of how the design and management of cooperative inter-firm relationships is integrally tied to strategic marketing decisions. The fundamental links between a firms’ positioning choice and its inimitable resource profile with the attributes and governance design choices in the relationship, and their link to both value creating and claiming, are elaborated on. Implications for future research and applications in a wide variety of strategic marketing decisions including branding, design of pricing contracts, product-form choice (vertical positioning), and bundling are discussed.

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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