Date
2009
Dewey
Direction d'entreprise
Sujet
Governance; Value; Inter organizational relationship; Brand; Alliance
JEL code
G34; M31; L14
Conference name
4th International Conference on “Business Market Management”
Conference date
03-2009
Conference city
Copenhague
Conference country
Danemark
Author
Coulibaly, Mantiaba
Sauvée, Loïc
Type
Communication / Conférence
Abstract (EN)
In this communication, we conceptualize the value creation process in brand alliances through an approach both static and dynamic. We mobilize literature on strategic alliances and inter organizational relationship (Das and Teng, 2000; Håkansson and Senhota, 1995) to explain the importance of organizational aspects to create value. We identify some components which can permit to create value in brand alliances : context, actors, objectives, behaviors, resources, governance mechanisms. We apply the process in brand alliances on the food market using case study approach (Yin, 2003). We show that the impact of these components depends on the nature of organizations involved, on the market and the manner of combining resources and using governance mechanisms.