Conceptualization of value creation process in brand alliances : static and dynamic views

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.