Progress and Prospects for Governance Value Analysis in Marketing: When Porter meets Williamson

Author(s): Mrinal Ghosh and George John

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at https://www.e-elgar.com/shop/handbook-of-business-to-business-marketing.

This chapter provides an analysis of how the Governance Value Analysis (GVA) framework offers a better understanding of how the design and management of cooperative inter-firm relationships (with suppliers, channel partners, and customers) is integrally tied to strategic marketing decisions. The fundamental links between a firms’ positioning choice and its inimitable resource profile with the attributes and governance design choices in the relationship, and their links to both value creating and claiming, are elaborated on. Implications for future research and applications in a wide variety of strategic marketing decisions including branding, design of pricing contracts, product-form choice (vertical positioning), and bundling are discussed. 
a hand signing a business contract

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