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.
Domaines
Sciences de l'Homme et Société
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Coulibaly Sauvée BMM 4th Conference Copenhagen DK.pdf (206.08 Ko)
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