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Transaction cost theory
 Braunová, Jitka ; Sirůček, Pavel (advisor) ; Džbánková, Zuzana (referee)
This bachelor thesis describes the transaction costs theory as it was found by the economist Ronald H. Coase and his follower Oliver E. Williamson. The Coase Theorem is theoretically analyzed with help of key cases when transaction cost come to existence. Furthermore; cases from practical experience are described in order to help us understand this theory from the customer point of view and how these knowledge can be useful for them and also for managers while creating prices and defining the marketing strategy.
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1 Braunová, Johana
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