sustaining of value: context, actors, objectives, behaviors, resources, and governance mechanisms, internal and external … and on the manner resources and governance mechanisms are combined together. …

which can permit to create value in brand alliances : context, actors, objectives, behaviors, resources, governance … resources and using governance mechanisms. …

and external governance mechanisms, such as contracts, informal devices and joint committees are commonly found on the … by brand alliances, several combinations of resources aligned with governance mechanisms are possible. The paper proposes …