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Aligning branding strategies and governance of vertical transactions in agri-food chains

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Date
2009
Dewey
Direction d'entreprise
Sujet
governance; branding strategies
JEL code
M31; M1
Journal issue
Industrial and Corporate Change
Volume
18
Number
5
Publication date
2009
Article pages
835-868
Publisher
Oxford University Press
DOI
http://dx.doi.org/10.1093/icc/dtp026
URI
https://basepub.dauphine.fr/handle/123456789/7520
Collections
  • DRM : Publications
Metadata
Show full item record
Author
Raynaud, Emmanuel
Sauvée, Loïc
Valceschini, Egizio
Type
Article accepté pour publication ou publié
Abstract (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.

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