A general framework for explaining internal vs. external exchange

Robert F. Lusch, Stephen W. Brown, Gary J. Brunswick

Research output: Contribution to journalArticlepeer-review

121 Scopus citations


There is an often overlooked substitute for exchange in the marketplace. Organizational units in the form of house-holds and businesses can create, consume and/or use goods and services internally and thus avoid markets. This article offers a unified discussion of why organizations engage in internal as well as external exchange activity, with the objective of encouraging marketing theorists to integrate internal exchange into the discipline. By addressing internal exchange activity, scholars should be able to construct more comprehensive theories of macromarketing, competitive strategy, and perhaps even a general theory of marketing.

Original languageEnglish (US)
Pages (from-to)119-134
Number of pages16
JournalJournal of the Academy of Marketing Science
Issue number2
StatePublished - Mar 1992
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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