Internalization of Advertising Services: Testing a Theory of the Firm
Published Online:23 Aug 2021https://doi.org/10.1287/mksc.2021.1290
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The replication files for this article are available HERE.
- Cited by
- 29 August 2025 | International Journal of Advertising, Vol. 45, No. 4
- 20 December 2024 | Marketing Science, Vol. 44, No. 2
Volume 40, Issue 5
September-October 2021
Pages 813-1007, ii
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- Received:November 04, 2018
- Accepted:November 14, 2020
- Published Online:August 23, 2021
Copyright © 2021, INFORMS
Cite as
Birger Wernerfelt , Alvin Silk , Shuyi Yu (2021) Internalization of Advertising Services: Testing a Theory of the Firm. Marketing Science 40(5):946-963.
https://doi.org/10.1287/mksc.2021.1290
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