| On December 4, 2009, Professor and Chair of Marketing and Logistics Management George John will travel to Oslo, Norway to join other scholars for a Research Symposium in Honor of Professor Oliver E. Williamson, Nobel Prize in Economics, 2009.
"At the Norwegian School of Management, I will be making a presentation on the influence of Professor Williamson's theory of transaction cost analysis. His work, which transformed our understanding of the design and management of marketing channels, is now the dominant paradigm for making marketing channel decisions," explains John.
John plans to begin his presentation with his own research, which was some of the earliest work to test Williamson's theory empirically, especially with reference to the "make or buy" decision (also known as the vertical integration decision). He concludes, "I want to look at the advances that marketing scholars have made in the area of transaction cost analysis over the years and honor the work of Professor Williamson, a pioneer in our field."
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