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Governance Mechanisms and Relationship Productivity in Vertical Coordination for New Product Development

Wong, Veronica, Eng, Teck-Yong (2004) Governance Mechanisms and Relationship Productivity in Vertical Coordination for New Product Development. In: Virtue in Marketing: Proceedings of Academy of Marketing Annual Conference, 06-08 Jul 2004, University of Gloucestershire, Cheltenham. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)

Abstract

This article explores the theoretical explanations of governance mechanisms in vertical coordination between firms over the product life cycle stages with reference to the high-technology industry. Firms in the high-tech industry face uncertainties of fast-changing environments such as rapid technological innovations and shortening product life cycles. Drawing on transaction cost analysis in vertical coordination, conditions under which transactional inefficiencies may arise are analyzed on different stages of product life cycle theory. Theoretical analysis suggests that interaction patterns over a product life cycle produce differing implications for achieving cost minimization and value maximization. The implications of this variation in transaction cost inefficiencies suggest that there are different opportunities for enhancing efficiencies or for creating value at different stages of the product life cycle. The article proposes that by considering the impact of exogenous factors on the stage of a product life cycle and relationship productivity, high-tech firms operating in volatile markets can safeguard their exposure to transactional inefficiencies.

Item Type: Conference or workshop item (Paper)
Uncontrolled keywords: Vertical coordination; New product development; Product life cycle
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 06 Feb 2013 16:13 UTC
Last Modified: 28 Aug 2019 13:31 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/33157 (The current URI for this page, for reference purposes)
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