Aligning branding strategies and governance of vertical transactions in agri-food chains
Raynaud, Emmanuel; Sauvée, Loïc; Valceschini, Egizio (2009), Aligning branding strategies and governance of vertical transactions in agri-food chains, Industrial and Corporate Change, 18, 5, p. 835-868. http://dx.doi.org/10.1093/icc/dtp026
Type
Article accepté pour publication ou publiéDate
2009Nom de la revue
Industrial and Corporate ChangeVolume
18Numéro
5Éditeur
Oxford University Press
Pages
835-868
Identifiant publication
Métadonnées
Afficher la notice complèteRésumé (EN)
This article looks at the interactions between branding strategies and governance of vertical transactions. Branding strategy refers to the choice of information provided to consumers through a brand name. Governance refers to contractual agreements organizing transactions in vertical chains. We build on the logic of transaction costs economics to analyze these interactions. We provide an empirical analysis based on case studies to illustrate how governance structures are aligned with branding strategies. We show that the governance will depend on the salience of transactions. Critical or quality-relevant transactions are more tightly controlled than the others. We also explore the consequences of our results for the alignment principle described in Oliver Williamson's work.Mots-clés
governance; branding strategiesPublications associées
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