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...

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...

L'externalisation croissante des activités stratégiques des entreprises pose le problème de la gouvernance des relations client-fournisseur. L'article présente les résultats d'une recherche sur le sujet à partir de six études de cas d'entreprises industrielles. Quatre configurations de...

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'expansion des marques commerciales dans les filières agroalimentaires s'accompagne de la mise en place de nouvelles relations entre les différents stades de ces filières. Cet article propose une grille d'analyse de ces formes d'organisation basée sur le cadre de l'économie des coûts de...

This paper examines how buyers control their suppliers in asymmetric interfirm transactional relationships. The conceptual framework is based on two perspectives –Transaction Cost Economics and Relational Exchange View. The empirical research analyses three case studies of buyer firms: one in...

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...