The objective of the research is to put in evidence the inter organizational dynamics of brand alliances. More specifically, the aim of the paper is to identify the business-to-business interactions within brand alliances through the governance adaptations that occur during a period of time. We...

In this paper we analyze how legitimacy allows us to develop differentiated relationships in business networks. Our central argument is that the building of legitimacy in business networks through certification needs the development of what we call differentiated relationships, based on the use...

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 agreements organizing transactions in vertical chains. We...

The main objective of the paper is to show how resources, both inside and outside the firm, are combined together in 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...