The Research About Interorganizational Collaboration Factors And Its Operation Mechanism Of Brand Alliance Based On CAS Theory

Brand Alliance(i.e.co-branding)that is an effective strategy to enhance the brand value has been widely used and concerned in the industry and academia.With the deepening of the research,scholars have come to realize the importance and necessity of the brand alliance to discover potential value through inter-organizational collaboration.In this paper,the inter-organizational collaboration system of brand alliance is analyzed to elaborate the collaboration elements and the operational mechanism between them based on the CAS theory,taking the brand alliance enterprise as the research object and the inter-organizational collaboration and CAS theory as the theoretical support,combining with the case studies and simulation experiments.The propose of research is for business accepting the brand alliance to provide the ideas about brand enhance and business model innovation.The main research work of this paper includes,First of all,the inter-organizational collaboration system complex adaptive characteristic of brand alliance is analyzed,and the collaborative structure and process analysis ideas are introduced to explore the main body of inter-organizational collaboration system among the brand alliance and their interaction.Secondly,the process and structure of inter-organizational collaboration among brand alliances is studied by the cross-case study.Combining with the relevant literature and case data,five key elements of inter-organizational collaboration of brand alliance are put forward: collaboration motivation,contractual cooperation,organizational structure,inter-organizational interaction,collaboration goals.Finally,brand alliance enterprises collaboration and decision-making process is simulated by the computational experimental method and applied the NetLogo6.0.2 and Matlab2012 software platform.The experimental results show that the change of external environmental factors has a certain impact on the choosing of brand alliance;The completeness and flexibility is taken into account when the alliance makes the alliance contract at the same time,and the alliance organization tends to join the specialized cooperation interface(such as the third-party management structure or the administrative committee system).