Our paper aims to analyze the relationship between asymmetric alliance instability forms and motives on the one hand, and secondly to estimate the effects of the alliance configuration (external environment, relationships between parents and performance) on how to change the allocation of...

Our work aims to report wine cellars circuit specificities, in the highly concentrated wine distribution context in France. To do this, we conducted three separate investigations to identify the various issues and different perceptions of stakeholders related to this activity (customers, wine...

After a survey of the main agribusiness global value chain analysis methods, the authors propose a larger pattern from the global value chain concept developed by Gereffi. They focus on the necessity of a quantified economic characterization and a diachronic study of the global value chain. This...

The very uneven development of electronic trade (BtoC) arouses a lot of questions, and more particularly in the agro food sector. From a training course for agro food firms on marketing via Internet , realised within the European program Interreg3b AgroIntec , we try to understand why this new...

Disconfirmation is the mismatch between expected and blind evaluation of a product (Anderson, 1973). Assimilation occurs when the final evaluation of the product changes in the direction of the expectation, whereas contrast occurs when this change is opposite to the expectation. We experiment on...

Disconfirmation of expectations is the mismatch between the expected and blind evaluation of a product (Anderson, 1973). From the consumer's point of view, the hedonic evaluation of a product under full information (intrinsic and extrinsic) is considered as a measure of perceived quality....

The literature in marketing indicates that the country (or region) of origin may be an attribute of a product. However practically its use as a competitive advantage is less than efficient, due to insufficient definition of the images associated to these regions. This paper explores some the...

In a process of world economic domination by an agro-industrial and agro-tertiary food system, the author wonders about the feasibility of an alternative model. The intensive agro-industrial model (financiarized, concentrated, specialized and globalized), allows remarkable results in terms of...

This paper explores those dimensions of the image of a "country" and "region" of origin influencing consumers preferences. In order to take in account cultural differences, we conducted interviews with consumers and experts from two countries, France and Tunisia. Our results suggest that the...

The purpose of this exploratory study is threefold. It is first to conduct a critical literature review on international strategic alliances’ issues. Then, drawing on combined frameworks of Blanchot (2006), Reus and Ritchie (2004), and Cheriet (2009), we aim to propose an integrated model of...