Licensing as an Entry Strategy
15.2 Understand licensing as an entry strategy.
A licensing agreement specifies the nature of the relationship between the owner of intellectual property, the licensor, and the user of the property, the licensee. High-technology firms routinely license their patents and know-how to foreign companies. For example, Germany’s Cognitec licensed the use of its face recognition technology to U.S. chip manufacturer Intel, which will use the technology to control access to laptops, tablets, and similar devices.4
In the opening case, Warner licenses images from the Harry Potter books and movies to companies worldwide. Disney (www.disney.com) licenses the right to use its cartoon characters to shirt and hat manufacturers ...
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