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Communication Dans Un Congrès Année : 2009

Conceptualization of value creation process in brand alliances: Static and dynamic view

Résumé

In this communication, we conceptualize the value creation process in brand alliances through an approach both static and dynamic. We analyse this process in the food market. We show that some components explain the value creation process in brand alliances: context, actors, objectives, behaviors, resources, governance mechanisms. The impact of these components depends on the nature of organizations and the market.
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Dates et versions

hal-04313148 , version 1 (29-11-2023)

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  • HAL Id : hal-04313148 , version 1

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Mantiaba Coulibaly, Loïc Sauvée. Conceptualization of value creation process in brand alliances: Static and dynamic view. 4 th Conference on Business Market Management, Copenhagen Business School, Mar 2009, Copenhagen, Denmark. ⟨hal-04313148⟩
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