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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

Type
Article accepté pour publication ou publié
Date
2010
Journal name
Journal of Business Market Management
Volume
4
Number
1
Publisher
Springer
Pages
3-25
Publication identifier
http://dx.doi.org/10.1007/s12087-010-0029-1
Metadata
Show full item record
Author(s)
Coulibaly, Mantiaba
Sauvée, Loïc
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 / Keywords
Value; Governance; Brand; Alliance
JEL
L14 - Transactional Relationships; Contracts and Reputation; Networks
M31 - Marketing
G34 - Mergers; Acquisitions; Restructuring; Corporate Governance

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