Theoretical approach to trade as institution

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

Oldřich Tvrdoň¹  Radmila Presová¹ 

[1] Ústav marketingu a obchodu, Mendelova zemědělská a lesnická univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika;

关键词: theory of trade;    goods;    spatial area;    gravity rule;    exchange of goods;    transactions;   

DOI  :  10.11118/actaun200755030105

来源: DOAJ

【 摘 要 】

The paper sets theoretical basis for trade as a decisive factor in market economy. It emphasizes that trade is not only mediator between consumption side and production side creating precondition for satisfaction of a consumer demand. It becomes a phenomenon and, therefore, it gains dominant position for both sides of exchange. Only through trade the businessmen learn, how their intentions correspond with marketing preconditions. On the other hand, buyers learn this way, whether businesses offer such an assortment of products, which correspond with their financial limits.The authors, when defining the term “Trade”, follow the theory of dominance, competition, exchange and transaction. At the same time, they reflect the definitions of trade from marketing, economic, legal and managerial perspective. They reached the conclusion, that individual aspects cannot be analyzed separately, but in their unity. The mutual interconnection provides qualitatively different perspective from the traditional approach.

【 授权许可】

Unknown