“…Some have argued that in the plural form, full vertical integration becomes a more credible threat of risk and that the plural form provides better access to information on cost and market prices (Porter, 1980;Harrigan, 1984;Mols, 2000). Accordingly, the plural form has been analyzed through various theoretical lenses, including signaling theory (Gallini & Lutz, 1992), the resource-based view (Dant & Kaufmann, 2003), property rights (Windsperger, 2004;Windsperger & Dant, 2006), or incentive-based theory (Chaudey & Fadario, 2004;Dant et al, 2008). Marketing scholars have examined under what conditions plural forms lead to greater efficiency, using agency theory (Rubin, 1978;Brickley & Dark, 1987;Martin, 1988;Norton, 1988;Bergen et al, 1992;Gallini & Lutz, 1992;Lafontaine, 1992;Dutta et al, 1995;Shane, 1996Shane, , 1998 or transaction cost economics (John & Weitz, 1988;Heide, 1994Heide, , 2003Dutta et al, 1995;Dant et al, 1996;Rindfleisch & Heide, 1997;Mols, 2000).…”