Transaction Cost Analysis: Past, Present, and Future Applications
综述了交易成本分析在市场营销及相关学科中的最新进展，评估了近期批评，并提出了未来研究方向，适合对交易成本理论感兴趣的学者。
Over the past decade, transaction cost analysis (TCA) has received considerable attention in the marketing literature. Marketing scholars have made important contributions in extending and refining TCA's original conceptual framework. The authors provide a synthesis and integration of recent contributions to TCA by both marketers and scholars in related disciplines, an evaluation of recent critiques of TCA, and an agenda for further research on TCA.