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International Business: The New Realities, 5th Edition
book

International Business: The New Realities, 5th Edition

by S. Tamer Cavusgil, Gary Knight, John R. Riesenberger
January 2019
Intermediate to advanced content levelIntermediate to advanced
576 pages
33h 19m
English
Pearson
Content preview from International Business: The New Realities, 5th Edition

Chapter 15 Licensing, Franchising, and Other Contractual Strategies

Photo of the theme park Wizarding World of Harry Potter at the Universal Orlando Resort in Florida.

Source: Sittipong Phokawattana/Shutterstock

Learning Objectives

After studying this chapter, you should be able to:

  1. 15.1 Explain contractual entry strategies.

  2. 15.2 Understand licensing as an entry strategy.

  3. 15.3 Describe the advantages and disadvantages of licensing.

  4. 15.4 Understand franchising as an entry strategy.

  5. 15.5 Explain the advantages and disadvantages of franchising.

  6. 15.6 Understand other contractual entry strategies.

  7. 15.7 Understand infringement of intellectual property, a global problem.

The Magic of Licensing: Harry Potter

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Publisher Resources

ISBN: 9780136763017