Chain Generalized Exchange as a Central Concept of Nonprofit Marketing

26 Pages Posted: 8 May 2016 Last revised: 31 May 2016

See all articles by Edouard Novatorov

Edouard Novatorov

National Research University Higher School of Economics

Date Written: May 6, 2016

Abstract

The article suggests concept of chain generalized exchange proposed by Ekeh (1974) as a central concept underlying nonprofit marketing. Most studies and research perspectives are based on controversial concept of complex exchange (Bagozzi, 1975) to be a central concept for nonprofit marketing. Article discusses limitations of complex exchange concept and offers chain generalized exchange to be a central concept of nonprofit marketing.

Keywords: marketing exchange, chain generalized exchange, complex exchange

JEL Classification: B00, B15, D10, D6, D73, L3, M31, A12, A14, D70

Suggested Citation

Novatorov, Edouard, Chain Generalized Exchange as a Central Concept of Nonprofit Marketing (May 6, 2016). Humanistic Management Network, Research Paper Series No. 09/16, Available at SSRN: https://ssrn.com/abstract=2776503 or http://dx.doi.org/10.2139/ssrn.2776503

Edouard Novatorov (Contact Author)

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

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