Management of transaction entrepreneurial structures advertising services market

I. M. Gurova ()

Entrepreneur’s Guide, issue 22

Abstract: An important issue of increasing the efficiency of enterprise structures on the modern market o fadvertising services is the management of transaction costs. This article discusses the main types of transaction costs arising at the functioning of the domestic advertising agencies (the costs of searching for information, the costs of negotiating and concluding contracts, the costs of measuring, the costs of specification and protection of property rights, the costs of opportunistic conduct), and also the recommendations on the regulation and optimization of the listed types of costs are made.

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