Value creation in brand alliances: a dynamic conceptualization
Coulibaly, Mantiaba; Sauvée, Loïc (2010), Value creation in brand alliances: a dynamic conceptualization, Journal of Business Market Management, 4, 1, p. 3-25. http://dx.doi.org/10.1007/s12087-010-0029-1
TypeArticle accepté pour publication ou publié
Journal nameJournal of Business Market Management
MetadataShow full item record
Abstract (EN)The objective of this article is to conceptualize the value creation process in brand alliances using a dynamic approach, based upon the literature on strategic alliances and inter organizational relationships, to explain the importance of organizational components in brand alliances. The research question is to identify the key components which allow the creation and sustaining of value: context, actors, objectives, behaviors, resources, and governance mechanisms, internal and external conditions affecting the value creation process. Then the framework is applied in case studies of brand alliances in the food market. We show that the impact of these components depends on the nature of the organizations involved, on market conditions and on the manner resources and governance mechanisms are combined together.
Subjects / KeywordsValue; Governance; Brand; Alliance
Showing items related by title and author.