Purpose: This paper aims to identify promising areas for future business to business (B2B) governance research. Design/methodology/approach: This paper uses a theoretical approach. Findings: Most governance research in marketing is conducted within the context of value chains (Porter 1985)....

This paper investigates the strategic moves of European mobile phone operators during the early development of the industry. Drawing on the literature on competitive dynamics and markets externalities, we study the strategic actions taken by mediators, i.e., firms based on a mediating technology...

We use the theory of network externalities in applying transaction cost economics (TCE) to inter-mediator transactions. We propose network specificity as an additional form of asset specificity associated with such transactions. Specifically, we identify and analyze two integration decisions...

The ability to organize is our most valuable social technology and the successful organizational design of an enterprise can increase its efficiency, effectiveness, and ability to adapt. Modern organizations operate in increasingly complex, dynamic, and global environments, which puts a premium...