Overview

Agency relationships are common in marketing and other fields.  They occur whenever any individual or entity requires an action be taken by some other individual or entity.  Agents include employees, agencies, partners and intermediaries.  The theory deals with the notion of contracts; either legal or more general such as social contracts. 

Suggest additions or changes to this overview by sending email to arc@ama.org.

Key Citations

Bergen, Mark, Shantanu Dutta, and Orville C. Walker Jr. (1992), "Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories," Journal of Marketing, 56 (3), 1-24.

Application Areas

b2b, management, relationships, strategy

Other Literature

Suggest other literature by sending email to arc@ama.org.