Aligning Branding Strategies and Governance of Vertical Transactions in Agri-Food Chains

Posted: 5 Oct 2009

See all articles by Emmanuel Raynaud

Emmanuel Raynaud

INRA SADAPT and Centre ATOM (U. of Paris I)

Loïc Sauvée

affiliation not provided to SSRN

Egizio Valceschini

affiliation not provided to SSRN

Date Written: October 2009

Abstract

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 build on the logic of transaction costs economics to analyze these interactions. We provide an empirical analysis based on case studies to illustrate how governance structures are aligned with branding strategies. We show that the governance will depend on the salience of transactions. Critical or quality-relevant transactions are more tightly controlled than the others. We also explore the consequences of our results for the alignment principle described in Oliver Williamson's work.

Suggested Citation

Raynaud, Emmanuel and Sauvée, Loïc and Valceschini, Egizio, Aligning Branding Strategies and Governance of Vertical Transactions in Agri-Food Chains (October 2009). Industrial and Corporate Change, Vol. 18, Issue 5, pp. 835-868, 2009. Available at SSRN: https://ssrn.com/abstract=1481586 or http://dx.doi.org/dtp026

Emmanuel Raynaud (Contact Author)

INRA SADAPT and Centre ATOM (U. of Paris I) ( email )

16 rue Claude Bernard
75231, Paris cedex 05
France

Loïc Sauvée

affiliation not provided to SSRN

No Address Available

Egizio Valceschini

affiliation not provided to SSRN

No Address Available

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