Governance Value Analysis and Marketing Strategy

Mrinal Ghosh, George John

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


The authors extend transaction cost analysis into a governance value analysis (GVA) framework to address marketing strategy decisions, especially with regard to strategies grounded in cooperative relationships. The GVA is a four-part model. Heterogeneous resources, positioning, the consequent attributes of exchange, and governance form all interact to determine success in creating and claiming value. The trade-offs among these factors are the core insight offered by the model. The authors illustrate these trade-offs and specify empirically refutable implications. Finally, they sketch directions for future work and a blueprint for managerial decision making.

Original languageEnglish (US)
Pages (from-to)131-145
Number of pages15
JournalJournal of Marketing
Issue number4_suppl1
StatePublished - Oct 1999
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 1999 American Marketing Association.


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