Key features of the Institutional School
- Marketing institutions refer to those who do the work of
marketing, usually marketing middlemen. Weld (1916) is regarded as
the founding father of this school based on his discussion of the
value of specialised middlemen (in farm products, where there was a
perception at the time that retail prices for agricultural products
were unjustifiably high, after all, people who now lived in cities
were used to buying farm products directly for much lower
prices).
- The Institutional School is therefore very much concerned with
the study of the channels of distribution. When producers become
separated from consumers because of the division of labour there is
potential for marketing. As specialisation increases, the division
of labour becomes greater, the gaps become wider
and the network of potential trading relationships becomes more
complex. Middlemen have the potential to bridge these gaps.
A school of thought in labor economics that emphasizes
imperfections in the market mechanism and the importance of
institutional and sociological forces.
Institutional Forces
The forces influence that organizations such as unions,
corporations, and government have on the pricing and distribution
of labor.