Resource combining and governance mechanisms in brand alliances: A path to analyze value creation
Résumé
In this paper we study the value creation process in brand alliances by analyzing the combination of resources both inside and outside the firm with the use of different governance mechanisms. Referring to the study on strategic alliances, we build a conceptual model to show three types of value that can be created in brand alliances: consumer value, financial value and competitive value. These values depend on strategic objectives of actors who mixed their resources by using different types of governance mechanisms (such as contracts, informal devices). We use a qualitative methodology to apply this model to two brand alliances on the fair trade and the nutritional health markets. We show that the value created for consumer and organizations results from the combination of the resources of the owners' brands and of their partners as well as from the owners' ability to mobilize appropriate governance mechanisms to reach their strategic objectives.
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