Date
2009
Indexation documentaire
Direction d'entreprise
Subject
governance; branding strategies
Code JEL
M31; M1
Nom de la revue
Industrial and Corporate Change
Volume
18
Numéro
5
Date de publication
2009
Pages article
835-868
Nom de l'éditeur
Oxford University Press
Auteur
Raynaud, Emmanuel
Sauvée, Loïc
Valceschini, Egizio
Type
Article accepté pour publication ou publié
Résumé en anglais
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.