Showing 1 - 4 of 4
Persistent link: https://www.econbiz.de/10011072609
The objective of this article is to conceptualize the value creation process in brand alliances using a dynamic approach, based upon the literature on strategic alliances and inter organizational relationships, to explain the importance of organizational components in brand alliances. The...
Persistent link: https://www.econbiz.de/10011072869
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...
Persistent link: https://www.econbiz.de/10011073215
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...
Persistent link: https://www.econbiz.de/10011073477