The objective of this article is to conceptualize the value creation process in brand alliances using a dynamic … organizational components in brand alliances. The research question is to identify the key components which allow the creation and … conditions affecting the value creation process. Then the framework is applied in case studies of brand alliances in the food …

In this communication, we conceptualize the value creation process in brand alliances through an approach both static … which can permit to create value in brand alliances : context, actors, objectives, behaviors, resources, governance … mechanisms. We apply the process in brand alliances on the food market using case study approach (Yin, 2003). We show that the …

the context of brand alliances. Indeed strategic assets in alliances are mobilized by actors in complex forms of … organization in order to reach certain strategic objectives. Brand alliances are not different from that point of view. Internal … field of brand alliances. So the research question of the paper is to understand, in specific processes of the value …