The Impact of Managerial Attitudes on Technology Licensing Performance

Reports on a study designed to explore the effects of managers′perceptions on the firm′s performance in technology licensing activity. Identifies potential costs and benefits of technology licensing from the literature and discriminates between “high” and“low” performing licensee firms. The key finding is that the perceptual profile of these two groups of firms are significantly different. Perceived costs and benefits of licensing provide meaningful profiles that should indicate some of the actions that licensees could take to improve their firms′ performance in the use of licensed technology. Discusses the implications for technology marketing.