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Keywords: Economic theory
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Journal Articles
The common ground of relationships and exchange: towards a contractual foundation of marketing
Available to Purchase
Journal of Business & Industrial Marketing (2012) 27 (6): 447–455.
Published: 27 July 2012
... illustrate practical implications with the case of Rolls Royce airplane engines. Early neoclassical economic theory is the source of the concept of exchange as a person‐to‐goods relation (Walras, 1969 ; Knight, 1921). From the perspective of old and new institutional economics, transactions give rise...
