Decoding the xxi century’s marketing shift: an agency theory framework

HIGHLIGHTS

• who: Gandolfo Dominici and Maurice Yolles from the Department SEAS, Polythecnic School, University Palermo, Palermo, Italy have published the article: Decoding the XXI Centuryu2019s Marketing Shift: An Agency Theory Framework, in the Journal: (JOURNAL)
• what: Based on systemic analysis of the value cocreation process through an agency theory framework, the purpose of this paper is to explain the strategic and cultural attributes involved, and their intra and inter-systemic relations. The approach focuses on the ways that principals try to address the control problem by selecting certain types of agents and certain forms of monitoring . . .
  

   

  

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