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Value creation in brand alliances: a dynamic conceptualization

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Date
2010
Dewey
Direction d'entreprise
Sujet
Value; Governance; Brand; Alliance
JEL code
L14; M31; G34
Journal issue
Journal of Business Market Management
Volume
4
Number
1
Publication date
03-2010
Article pages
3-25
Publisher
Springer
DOI
http://dx.doi.org/10.1007/s12087-010-0029-1
URI
https://basepub.dauphine.fr/handle/123456789/3847
Collections
  • DRM : Publications
Metadata
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Author
Coulibaly, Mantiaba
Sauvée, Loïc
Type
Article accepté pour publication ou publié
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.

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