- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
유통경로내의 거래비용에 대한 개념적 고찰
A Conceptual Review of the Transaction Costs within a Distribution Channel
문장실 (Business administration TongMyong University)
초록
본 논문은 거배비용분석 이론의 포괄적 이해를 돕기 위한 하나의 방법으로 거래비용분석법의 구성요소 중의 하나인 "거래비용"에 대한 개념검토를 목적으로 하고 있다. 유통경로 지배구조 현상을 규명하기 위한 하나의 방법으로 거래비용 분석의 개념적 틀을 적용한 지도 벌써 수십 년이 경과되었다. 본 연구의 출발점은 Williamson(1975)이 개념적 틀에서 제시한 자산특유성(asset specificity)을 어떠한 형태로 정의하고 있는지?, 기존의 선행연구들에서는 어떠한 형태로 자산특유성을 설명하고 있으며, 선행연구들에서는 자산특유성 개념의 조작적 정의를 어떠한 형태로 정의하고 있는지? 에 대한 물음에서 출발하고 있다. 본 연구를 통해 거래비용 이론이 완전 자유 경쟁체제가 아닌 통제 경제체제에서도 적용 가능한 것이냐 하는 것이다. 거래비용 이론은 Williamson(1975)이 제시한 개념적 틀을 그대로 적용할 것이 아니라 해당 산업내지는 국가 체제에 따라 수정 보완하여 적용하는 것이 바람직하다는 결론이다. 기존의 거래비용(자산특유성)에 대한 연구방향을 종합하여 요약하면 크게 네 가지 방향으로 나누어진다고 볼 수 있다. 첫째는 기업이 제품의 유통과 관련하여 기업이 특유자산을 보유하고 있는 판매 대리인을 이용할 것인지, 아니면 자사의 고용인을 이용할 것인지에 대한 연구의 흐름이다. 둘째, 원료의 공급에 있어 기업이 특유자산을 보유하고 불확실성이 큰 경우 기업이 직접 제조할 것인지 아니면 외부 공급자로 부터 구매할 것인지에 대한 의사결정의 문제를 다루고 연구의 흐름이다. 셋째는 기업이 해외 시장 또는 서비스 시장 진출 시 지사의 사용 할 것인지 아니면 현지 대리인의 이용에 관한 문제를 다루는 연구의 흐름이다. 넷째는 거래비용이론이 가지는 기본 가정의 한계를 지적하고 거래비용이론의 확장을 시도하는 연구의 흐름이다. 거래비용분석이 갖는 한계점으로는 첫째, 기존의 연구들은 Williamson(1975)이 제시한 개념들을 이용하여 단순히 유통경로 현상을 규명하는데 만 치중하고 있다는 것이다. 둘째, 유통경로 구성원들이 거래비용(자산특유성)때문에 다양한 거래구조를 형성했다면 그에 따른 명확한 성과가 있어야 하는데, Heide와 John(1988)의 지적에서 처럼 거래비용분석의 기본 가정에 관한 실증적 연구가 매우 애매 한다는 것이다. 셋째, 기업이 특유자산(불확실성)을 보유하고 있는 거래를 내부화한다고 가정하고 있으나 내부화에 대한 명확한 설명이 제시되어 있지 않다는 것이다. 다섯째, 거래비용 이론은 완전자유경쟁체제에 적합한 이론이라 할 수 있으며 통제경제 내지는 계획경제 체제하에서는 적용하기가 부적절한다. 향후 연구를 위한 제언으로는 경제구조와 산업구조의 차이에서 발생하는 현상으로 분석할 수 있으며, 다양한 산업구조에 거래비용분석을 적용할 필요성이 존재한다. 따라서 거래비용분석에서 제시하고 있는 거래비용에 대한 명확한 정의가 필요하다.
- keywords
- 거래비용, 자산특유성, 시장실패 모델, 매몰원가, 특이거래, 기회주의, 특유자산
Abstract
This paper undertakes a conceptual review of transaction cost to broaden the understanding of the transaction cost analysis (TCA) approach. More than 40 years have passed since Coase's fundamental insight that transaction, coordination, and contracting costs must be considered explicitly in explaining the extent of vertical integration. Coase (1937) forced economists to identify previously neglected constraints on the trading process to foster efficient intrafirm, rather than interfirm, transactions. The transaction cost approach to economic organization study regards transactions as the basic units of analysis and holds that understanding transaction cost economy is central to organizational study. The approach applies to determining efficient boundaries, as between firms and markets, and to internal transaction organization, including employment relations design. TCA, developed principally by Oliver Williamson (1975,1979,1981a) blends institutional economics, organizational theory, and contract law. Further progress in transaction costs research awaits the identification of critical dimensions in which transaction costs differ and an examination of the economizing properties of alternative institutional modes for organizing transactions. The crucial investment distinction is: To what degree are transaction-specific (non-marketable) expenses incurred? Unspecialized items pose few hazards, since buyers can turn toalternative sources, and suppliers can sell output intended for one order to other buyers. Non-marketability problems arise when specific parties' identities have important cost-bearing consequences. Transactions of this kind are labeled idiosyncratic. The summarized results of the review are as follows. First, firms' distribution decisions often prompt examination of the make-or-buy question: Should a marketing activity be performed within the organization by company employees or contracted to an external agent? Second, manufacturers introducing an industrial product to a foreign market face a difficult decision. Should the product be marketed primarily by captive agents (the company sales force and distribution division) or independent intermediaries (outside sales agents and distribution)? Third, the authors develop a theoretical extension to the basic transaction cost model by combining insights from various theories with the TCA approach. Fourth, other such extensions are likely required for the general model to be applied to different channel situations. It is naive to assume the basic model appliesacross markedly different channel contexts without modifications and extensions. Although this study contributes to scholastic research, it is limited by several factors. First, the theoretical perspective of TCA has attracted considerable recent interest in the area of marketing channels. The analysis aims to match the properties of efficient governance structures with the attributes of the transaction. Second, empirical evidence about TCA's basic propositions is sketchy. Apart from Anderson's (1985) study of the vertical integration of the selling function and John's (1984) study of opportunism by franchised dealers, virtually no marketing studies involving the constructs implicated in the analysis have been reported. We hope, therefore, that further research will clarify distinctions between the different aspects of specific assets. Another important line of future research is the integration of efficiency-oriented TCA with organizational approaches that emphasize specific assets' conceptual definition and industry structure. Finally, research of transaction costs, uncertainty, opportunism, and switching costs is critical to future study.
- keywords
- 거래비용, 자산특유성, 시장실패 모델, 매몰원가, 특이거래, 기회주의, 특유자산
참고문헌
권영식(1993), “수직적 통합의 결정요인에 관한 거래비용적 접근:석유산업을 중심으로”, 광운대학교, 석사학위논문.
권영식(1997), “유통경로내의 거래특성과 관계결속이 장기협력관계에 미치는 영향”, 광운대학교, 박사학위논문.
권영식, 이민권(2007), “정보기술 프로세스와 조직특성이 CRM 성과에 미치는 영향”, 유통과학연구, 5(2). 35-54.
김종식(1992), “거래비용과 생산비용이 한국 섬유 및 의류업체의국제화에 미치는 영향”, 경영학 연구, 22(1), 193-212.
오세조,임영균,박종희,이승창(1996),“유통경로구조의 결정요인에 관한 연구 주요산업별 비교분석(석유, 가전, 간이음식,주류,자동차)비교분석",유통연구, 1(1),147-196.
윤명길, 김유오(2007), “한국에서의 유통학문 연구 방법론에 대한소고”, 유통과학연구, 5(1), 75-88.
이상윤, 오성택, 김문정(2010),“금융기관의 CRM문제점과 개선방안에 관한연구", 유통과학연구, 9(2), 33-41
전인수(1987), “수출경로에 있어서 거래구조의 결정요인에 관한 연구”, 연세대학교, 박사학위논문.
Anderson, Erin and Schmittlein, David, C.(1984), "Integration of the Sales force: an empirical examination", Rand Journal of Economics, 15(13)(Aut), 34-52.
Anderson, Erin(1985), “The Salesperson as Out Agent or Employee: A Transaction Cost Analysis", Marketing Science,4(Summer), 234-54.
Anderson, Erin and Weitz, Barton(1986), "Make-or-Buy Decisions: Vertical Integration and marketing productivity", Sloan Management Review,(Spring), 3-19.
Anderson, Erin and Gatignon, Hubert(1986), "Modes of Foreign Entry: A Transaction Cost Analysis and Propositions", Journal ofInternational Business Studies(Fall), 78-96
Anderson, Erin and Coughland, Anne T.(1987), "International Market Entry and Expansion via Independent or Integrated Channels of Distribution", Journal of Marketing, 51(Jan), 71-82.
Anderson, Erin and Weitz, Barton(1992), "The Use of Pledges to Build and sustain commitment in Distribution Channels", Journal of Marketing, 25(Feb), 18-34.
Coase, R,H.(1937)," The Nature of the Firm," Economica, 4, 306-405.
Commons, John R.(1934), Institutional Economics, Madison: University of Wisconsin Press.
Duncan, Robert B.(1972)," Characteristics of Organizational Environments and Perceived Environmental Uncertainty ", Administrative Science Quarterly, 17(3), 313-327.
Dwyer, F. Robert and Oh, Sejo(1988), " A Transaction Cost Perspective in Vertical Contractual Structure and Inter channel Competitive Strategies", Journal of Marketing, 52(April), 21-34.
Dwyer, F., Robert, Pau Shurr and Oh, Sejo(1987), "Developing Buyer-Seller Relationship", Journal of Marketing, 51(April), 11-27.
Erramilli, M.K. and Rao, C.P.(1993), "Service Firms' International Entry-Mode Choice : A Modified Transaction-Cost Analysis Approach", Journal of Marketing, 57(July), 19-38.
Gatignon, Hubert and Anderson, Erin(1988), "The Multinational Corporation's Degree of Control Over Foreign Subsidiaries : An Empirical Test of a Transaction Cost Explanation", Journal of Law, Economics, and Organization, 4(2), 305-36.
Ganesan, Shankar(1994), "Determinants of Long-Term Orientation in Buyer-Seller Relationships", Journal of Marketing, 58(April), 1-19.
Grossman, Sanford, J. and Oliver, D. Hart(1986), "The Cost and Benefits of Ownership: A Theory of Vertical and Lateral Integration", Journal of Political Economy, 94(4), 691-719.
Heide, Jan B. and George, John(1990), "Alliance in Industrial Purchasing: The Determinants of Joint Action in Buyer-Supplier Relationship", Journal of Marketing Research, 27(Feb), 24-36.
Heide, J. B. and George, John(1988), "The Role of Dependence Balancing in Safeguarding Transaction Specific Assets in Conventional Channels", Journal of Marketing, 52(Jan), 20-35.
Heide, J. B. and George, John(1992), "George John Do Norms Matter in Marketing Relationships ?", Journal of Marketing, 56(April), 32-44.
Jackson, Barbara Bund(1985), Winning and Keeping Industrial Customers: The Dynamics of Customer Relationship. Lexington, MA: Lexington Books.
George, John and Wetiz, Barton(1988), "Forward Integration Into Distribution: Empirical Test of Transaction Cost Analysis", Journal of Law, Economics, and Organization, 4(Fall), 121-39.
George, John and Wetiz, Barton(1989), “Sales force Compensation: An Empirical Investigation of Factors Related to Use of Salary Versus Incentive Compensation”, Journal of Marketing Research, 16(Feb), 1-14.
Klein, Saul, Gary, L. Frazier and Roth, Victo, J.(1990), “ A Transaction Cost Analysis Model of Channel Integration in International Markets”, Journal of Marketing Research, 27(May), 196-207.
Monteverde, Kirk and Teece, David, J.(1982a),"Supplier Switching costs and vertical integration in the automobile industry“, Bell journal of Economics, 12, 206-213.
Noordewier, T., George, J. and Nevin, J.R.(1990), "Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships“, Journal of Marketing(October), 80-93.
Pfeffer, Jeffrey and Salancik, Gerald R.(1978), The External Control of Organization : A Resource Dependence Perspective, New York: Hamper & Row Publishers, Inc.
Poter, Michael E.(1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: The Free Press.
Walker, Gordon and Weber, David(1984),“A Transaction Cost Approach to Make-or-Buy Decisions", Administrative Science Quarterly, 29(September), 373-91.
Walker, Gordon and Weber, David(1987), "Supplier Competition, Uncertainty, and Maker or Buy Decision“, Academy of Management Journal, 87(3), 589-596.
Weiss, Allen M. and Anderson, Erin(1992)," Converting From Independent to Employee Salesforces : The Role of Perceived Switching Costs“, Journal of Marketing Research, l26(Feb), 101-15.
Williamson, Oliver(1975), Markets and Hierarchies: Analysis and Antitrust Implications. New York: The Free Prees.
Williamson, Oliver(1979), “Transaction cost economics: The governance of contractual relations“, Journal of Law and Economics, 22, 233-261.
Williamson, Oliver(1981a), "The Economics of Organization: The Transaction Cost Approach”, American Journal of Sociology, 87(3), 548-577.
Williamson, Oliver(1983), "Credible Commitments: Using Hostages to Support Exchange", The American Economic Review, Sep, 267-287.
Williamson, Oliver(1985), The Economic Institutions of Capitalism, New York: The Free Press.
Williamson, Oliver(1991), "Comparative Economic Organization: The Analysis of Discrete Structural Alternatives", Administrative Science Quarterly, 36, 269-296.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수