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A general framework for explaining internal vs. external exchange

A general framework for explaining internal vs. external exchange Abstract There is an often overlooked substitute for exchange in the marketplace. Organizational units in the form of house-holds and businesses can create, consume and/or use goods and services internally and thus avoid markets. This article offers a unified discussion of why organizations engage in internal as well as external exchange activity, with the objective of encouraging marketing theorists to integrate internal exchange into the discipline. By addressing internal exchange activity, scholars should be able to construct more comprehensive theories of macromarketing, competitive strategy, and perhaps even a general theory of marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

A general framework for explaining internal vs. external exchange

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References (76)

Publisher
Springer Journals
Copyright
1992 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02723452
Publisher site
See Article on Publisher Site

Abstract

Abstract There is an often overlooked substitute for exchange in the marketplace. Organizational units in the form of house-holds and businesses can create, consume and/or use goods and services internally and thus avoid markets. This article offers a unified discussion of why organizations engage in internal as well as external exchange activity, with the objective of encouraging marketing theorists to integrate internal exchange into the discipline. By addressing internal exchange activity, scholars should be able to construct more comprehensive theories of macromarketing, competitive strategy, and perhaps even a general theory of marketing.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Mar 1, 1992

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