The main objective of the paper is to show how resources, both inside and outside the firm, are combined together in the context of brand alliances. Indeed strategic assets in alliances are mobilized by actors in complex forms of organization in order to reach certain strategic objectives. Brand...

L’objectif de cette communication est de proposer un cadre d’analyse de l’évolution des relations partenariales. Ce cadre d’analyse est centré sur les dimensions interactives au sein de la relation modélisée comme système social complexe. Dans un premier temps nous proposons une...

The objective of the research is to put in evidence the interorganizational dynamics of brand alliances. More specifically the aim of the paper is to identify the business-to-business interactions within brand alliances through the governance adaptations that occur during a period of time. We...

The design of networks in their institutional and organizational aspects is a key determinant of their competitiveness. Consequently managers in agricultural and food industries have to address the question of governance design, i. e. of choices concerning the content and the architecture of...

The main objective of the paper is to show how resources, both inside and outside the firm, are combined together in the context of brand alliances. Indeed strategic assets in alliances are mobilized by actors in complex forms of organization in order to reach certain strategic objectives. Brand...

L’objectif de cette communication est de proposer un cadre d’analyse de l’évolution des relations partenariales. Ce cadre d’analyse est centré sur les dimensions interactives au sein de la relation modélisée comme système social complexe. Dans un premier temps nous proposons une...

The objective of the research is to put in evidence the interorganizational dynamics of brand alliances. More specifically the aim of the paper is to identify the business-to-business interactions within brand alliances through the governance adaptations that occur during a period of time. We...

Brands, frequently being perceived as quality signals, reach today their limits on the market. Then to be differentiated and to reinforce their position, many companies launched out in brand alliances defined as the combination of two brands in a same product or a service. The previous studies...