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Aligning branding strategies and governance of vertical transactions in agri-food chains

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  • Emmanuel Raynaud
  • Loïc Sauvée
  • Egizio Valceschini

Abstract

This article looks at the i\nteractions 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. Copyright 2009 The Author 2009. Published by Oxford University Press on behalf of Associazione ICC. All rights reserved., Oxford University Press.

Suggested Citation

  • Emmanuel Raynaud & Loïc Sauvée & Egizio Valceschini, 2009. "Aligning branding strategies and governance of vertical transactions in agri-food chains," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 18(5), pages 835-868, October.
    • Handle: RePEc:oup:indcch:v:18:y:2009:i:5:p:835-868
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    File URL: http://hdl.handle.net/10.1093/icc/dtp026
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    Cited by:

    1. Ali J. Ahmad & Courtney Thornberry, 2018. "On the structure of business incubators: de-coupling issues and the mis-alignment of managerial incentives," The Journal of Technology Transfer, Springer, vol. 43(5), pages 1190-1212, October.
    2. Stefano Ciliberti & Simone Del Sarto & Angelo Frascarelli & Giulia Pastorelli & Gaetano Martino, 2020. "Contracts to Govern the Transition towards Sustainable Production: Evidence from a Discrete Choice Analysis in the Durum Wheat Sector in Italy," Sustainability, MDPI, vol. 12(22), pages 1-14, November.
    3. Takeshi Ebina & Noriaki Matsushima, 2017. "Product differentiation and entry timing in a continuous-time spatial competition model with vertical relations," ISER Discussion Paper 1009, Institute of Social and Economic Research, Osaka University.
    4. Marianne Hubeau & Fleur Marchand & Guido Van Huylenbroeck, 2017. "Sustainability Experiments in the Agri-Food System: Uncovering the Factors of New Governance and Collaboration Success," Sustainability, MDPI, vol. 9(6), pages 1-23, June.
    5. Tiago Teixeira da Silva Siqueira & Danielle Galliano & Geneviève Nguyen & Ferenc Istvan Bánkuti, 2021. "Organizational Forms and Agri-Environmental Practices: The Case of Brazilian Dairy Farms," Sustainability, MDPI, vol. 13(7), pages 1-19, March.
    6. Aubert, M. & Bouhsina, Z. & Codron, J.M. & Rousset, S., 2013. "Pesticide safety risk, food chain organization, and the adoption of sustainable farming practices. The case of Moroccan early tomatoes," Working Papers MoISA 201304, UMR MoISA : Montpellier Interdisciplinary center on Sustainable Agri-food systems (social and nutritional sciences): CIHEAM-IAMM, CIRAD, INRAE, L'Institut Agro, Montpellier SupAgro, IRD - Montpellier, France.
    7. Cholez, Celia & Magrini, Marie-Benoit & Galliano, Danielle, 2016. "Technical knowledge and production contracts between a company and its suppliers: lessons from a French case-study," 149th Seminar, October 27-28, 2016, Rennes, France 244775, European Association of Agricultural Economists.
    8. Irène Kilubi & Hans-Dietrich Haasis, 2016. "26 Years of Strategic Technology Partnering: Investigating Trends, Patterns and Future Prospects in Research Through Frequency Analysis," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 13(02), pages 1-44, April.
    9. Jean Marie Codron & Zouhair Bouhsina & Laure Bonnaud, 2013. "Collective action and allocation of decision rights in pesticide safety risk management: the case of tomato producer organizations in France," Post-Print hal-02748504, HAL.
    10. Albert Jolink & Eva Niesten, 2012. "Hybrid Governance," Chapters, in: Michael Dietrich & Jackie Krafft (ed.), Handbook on the Economics and Theory of the Firm, chapter 12, Edward Elgar Publishing.
    11. Angelo Frascarelli & Stefano Ciliberti & Gustavo Magalhães de Oliveira & Gabriele Chiodini & Gaetano Martino, 2021. "Production Contracts and Food Quality: A Transaction Cost Analysis for the Italian Durum Wheat Sector," Sustainability, MDPI, vol. 13(5), pages 1-12, March.
    12. Jolink, Albert & Niesten, Eva, 2012. "Recent qualitative advances on hybrid organizations: Taking stock, looking ahead," Scandinavian Journal of Management, Elsevier, vol. 28(2), pages 149-161.
    13. Maria Angela Perito & Marcello De Rosa & Luca Bartoli & Emilio Chiodo & Giuseppe Martino, 2017. "Heterogeneous Organizational Arrangements in Agrifood Chains: A Governance Value Analysis Perspective on the Sheep and Goat Meat Sector of Italy," Agriculture, MDPI, vol. 7(6), pages 1-16, May.
    14. Heyder, Matthias & Theuvsen, Ludwig & Hollmann-Hespos, Thorsten, 2012. "Investments in tracking and tracing systems in the food industry: A PLS analysis," Food Policy, Elsevier, vol. 37(1), pages 102-113.
    15. Trienekens, Jacques & Velzen, Mariska van & Lees, Nic & Saunders, Caroline & Pascucci, Stefano, 2018. "Governance of market-oriented fresh food value chains: export chains from New Zealand," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(2), March.

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