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...

Purpose Following a negative attitude of consumers toward genetically modified organisms (GMOs) and the spaces left by the labeling legislation on GMOs of different countries, some retailers and processors introduced their own non-GMO standards, with the intention of avoiding the presence of...

In agricultural subsectors, collective organizations such as producer groups or second-degree cooperatives frequently cope with management of brand names. The success of these brand names depends upon the ability of actors to collectively create, guarantee and sustain a stream of rents based...

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 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...

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...