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dc.contributor.authorCoulibaly, Mantiaba
dc.contributor.authorSauvée, Loïc
dc.date.accessioned2010-04-06T14:19:19Z
dc.date.available2010-04-06T14:19:19Z
dc.date.issued2009
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/3855
dc.language.isoenen
dc.subjectGovernanceen
dc.subjectValueen
dc.subjectInter organizational relationshipen
dc.subjectBranden
dc.subjectAllianceen
dc.subject.ddc658.4en
dc.subject.classificationjelG34en
dc.subject.classificationjelM31en
dc.subject.classificationjelL14en
dc.titleConceptualization of value creation process in brand alliances : static and dynamic viewsen
dc.typeCommunication / Conférence
dc.description.abstractenIn 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.en
dc.description.sponsorshipprivateouien
dc.subject.ddclabelDirection d'entrepriseen
dc.relation.conftitle4th International Conference on “Business Market Management”en
dc.relation.confdate2009-03
dc.relation.confcityCopenhagueen
dc.relation.confcountryDanemarken


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