Brand value in horizontal alliances: the case of twin-cars

• Published in: The Journal of the Operational Research Society Vol. 62; no. 8; pp. 1533 - 1542
• Main Authors: Esteban-Bravo, M, Lado, N
• Format: Journal Article
• Language: English
• Published: London Taylor & Francis 01.08.2011; Palgrave Macmillan; Palgrave Macmillan UK; Taylor & Francis Ltd
• Subjects: Alliances; Applied sciences; Automobile industry; automobile market; Automobiles; Brand equity; Brand names; brand value; Brands; Business and Management; Case-oriented Paper; Case-oriented Papers; Compact cars; Competition; Consumers; Discounts; Economic value; Economies of scale; Exact sciences and technology; Firm modelling; Management; Market positioning; Market prices; Market segments; Market strategy; Marketing; Operational research and scientific management; Operational research. Management science; Operations research; Operations Research/Decision Theory; price premia; Price premiums; Product differentiation; Product life cycle; Product reviews; R&D; Research & development; Revenue; revenue premia; Studies; Spain; price premia; automobile market; marketing; revenue premia; brand value; Motor car; Profitability; Economic value; Firm development; Financial incentives; Trademark; Research and development; Marketing; Life cycle; Sales; Secondary effect; Mixed strategy; Profit; Reputation; Added value; Firm cooperation; Firm; Firm strategy

Rival firms often cooperate horizontally in order to share risks and achieve scale advantages in production or in their research and development projects. The output of these strategic alliances is usually sold by the individual ally company under its own brand and using its own marketing mix strate...