Agency Theory in Marketing

27 Years On

Document identifier: oai:DiVA.org:ltu-77838
Keyword: Social Sciences, Economics and Business, Business Administration, Samhällsvetenskap, Ekonomi och näringsliv, Företagsekonomi, Agency theory, Information asymmetry, Opportunistic behavior, Constraint mechanisms, Marketing, Industrial Marketing, Industriell marknadsföring
Abstract:

Twenty-seven years have elapsed since Bergen, Dutta, and Walker Jr. (1992) published their work on agency theory in marketing. Agency theory is still relevant in marketing today. However, since 1992, there has been no comprehensive update of the literature on agency theory in marketing-related contexts despite the various developments in marketing, such as the advent of the internet, that have occurred in the interim. This paper covers the application of agency theory to marketing-related topics between 1992 and 2018 and seeks to update the overall knowledge of this application, suggesting new areas of research and managerial implications.

Authors

Raeesah Chohan

Luleå tekniska universitet; Institutionen för ekonomi, teknik och samhälle
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    header: 
        identifier: oai:DiVA.org:ltu-77838
        datestamp: 2021-04-19T12:43:08Z
        setSpec: SwePub-ltu
    metadata: 
        mods: 
            @attributes: 
                version: 3.7
            recordInfo: 
                recordContentSource: ltu
                recordCreationDate: 2020-02-24
            identifier: http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-77838
            titleInfo: 
                @attributes: 
                    lang: eng
                title: Agency Theory in Marketing
                subTitle: 27 Years On
            abstract: 
Twenty-seven years have elapsed since Bergen Dutta and Walker Jr. (1992) published their work on agency theory in marketing. Agency theory is still relevant in marketing today. However since 1992 there has been no comprehensive update of the literature on agency theory in marketing-related contexts despite the various developments in marketing such as the advent of the internet that have occurred in the interim. This paper covers the application of agency theory to marketing-related topics between 1992 and 2018 and seeks to update the overall knowledge of this application suggesting new areas of research and managerial implications.

            subject: 
                    @attributes: 
                        lang: eng
                        authority: uka.se
                    topic: 
                        Social Sciences
                        Economics and Business
                        Business Administration
                    @attributes: 
                        lang: swe
                        authority: uka.se
                    topic: 
                        Samhällsvetenskap
                        Ekonomi och näringsliv
                        Företagsekonomi
                    @attributes: 
                        lang: eng
                    topic: agency theory
                    @attributes: 
                        lang: eng
                    topic: information asymmetry
                    @attributes: 
                        lang: eng
                    topic: opportunistic behavior
                    @attributes: 
                        lang: eng
                    topic: constraint mechanisms
                    @attributes: 
                        lang: eng
                    topic: marketing
                    @attributes: 
                        lang: eng
                        authority: ltu
                    topic: Industrial Marketing
                    genre: Research subject
                    @attributes: 
                        lang: swe
                        authority: ltu
                    topic: Industriell marknadsföring
                    genre: Research subject
            language: 
                languageTerm: eng
            genre: 
                publication/journal-article
                ref
            note: 
                Accepted
                1
            name: 
                @attributes: 
                    type: personal
                    authority: ltu
                namePart: 
                    Chohan
                    Raeesah
                role: 
                    roleTerm: aut
                affiliation: 
                    Luleå tekniska universitet
                    Institutionen för ekonomi teknik och samhälle
                nameIdentifier: choahm
            originInfo: 
            physicalDescription: 
                form: print
            typeOfResource: text