Raynaud, Emmanuel; Sauvée, Loïc; Valceschini, Egizio - Université Paris-Dauphine (Paris IX) - 2009
This article looks at the interactions between branding strategies and governance of vertical transactions. Branding … strategy refers to the choice of information provided to consumers through a brand name. Governance refers to contractual … interactions. We provide an empirical analysis based on case studies to illustrate how governance structures are aligned with …