Agency Theory in Marketing

27 Years On

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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

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.


Raeesah Chohan

Luleå tekniska universitet; Institutionen för ekonomi, teknik och samhälle
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