When a buyer firm and a supplier firm plan to transact, what factors drive their choice of mechanism to govern the relation ship? Focusing on contract-governed versus joint venture-governed relationships, we present a theoretical framework that specifies the conditions that make one form of relationship structure or the other more appropriate

Firms spend billions of dollars each year on media advertising. Yet much of this expenditure is made without adequate testing

Consumer perceptions and preferences have both hedonic and utilitarian dimensions. We show a fundamental asymmetry in how consumers trade off these dimensions in acquisition and forfeiture choices