Examines the risks that simultaneously arise for buyers and sellers in the process of market exchange and argues that a key role of marketing institutions is that they reduce or modify these risks; without such institutions market the development of market exchange in society has significantly hampered. These observations are crucially relevant to the transition process in Eastern Europe where the institutional dimension of the marketization process have been largely ignored.
Yamin, M. (1997), "The dual risks of market exchange: the roles of marketing institutions and activity in the transition process", International Journal of Entrepreneurial Behavior & Research, Vol. 3 No. 1, pp. 19-29. https://doi.org/10.1108/13552559710170883Download as .RIS
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