Collective brand governance and the design of interorganizational relationships.
Résumé
The development of joint actions in marketing challenges the theory, mainly because it shifts research objectives towards the design of organizational relationships. Focused on one type of joint actions, the collective brand, we summarize the main findings of researchers in the field of transaction-cost analysis. Considering that a collective brand is the result of an interorganizational strategy, we propose an analytical framework helping to understand the design of interorganizational relationships. We identify the endogeneous variables determining the organizational choices. Then we propose a two-step model focused on the allocation of decision rights and on governance mechanisms.
Origine : Fichiers produits par l'(les) auteur(s)