This thesis provides a contribution to the understanding of combining legal practice with economic theory. The recently shift in contract managers perception of which contract clauses they wish to contract are consistent the proactive approach to legal contracting. Proactive contracting is a behavior promotional approach, which seeks to minimize costs dispute resolution by promoting the good contractual behavior.
There seems to be a termination dilemma when a principal concludes a contract with a commercial agent. This dilemma results in that the contract does not achieve its full sales potential. The commercial agent fears that the contract will be terminated of his performance leads the principal’s vertical integration.
To deal with the termination dilemma, this thesis analyses how a relational relationship between the principal and the commercial agent, can result in substantial competitive advantages and create relational rent within the relationship.
|Educations||MSc in Commercial Law, (Graduate Programme) Final Thesis|
|Number of pages||77|
|Supervisors||Kim Østergaard & Henrik Lando|