Abstract (EN)

The main objective of the paper is to show how resources, both inside and outside the firm, are combined together in the context of brand alliances. Indeed strategic assets in alliances are mobilized by actors in complex forms of organization in order to reach certain strategic objectives. Brand alliances are not different from that point of view. Internal and external governance mechanisms, such as contracts, informal devices and joint committees are commonly found on the field of brand alliances. So the research question of the paper is to understand, in specific processes of the value creation, the way resources are combined together. We show that when considering the type of value creation processes developed by brand alliances, several combinations of resources aligned with governance mechanisms are possible. The paper proposes two case studies of brand alliances featuring this situation and extents the results to a stylized conceptualization of value creation processes linked with interorganizational design in brand alliance settings.