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Keywords: Licensing
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2012) 29 (2): 134–150.
Published: 20 April 2012
...Marshall S. Jiang; Bulent Menguc Purpose The purpose of this paper is to study brand embedded licensing (technology licensing and brand licensing combined) and its theoretical difference from standard licensing (technology licensing only). The following research questions are asked: What makes...
Journal Articles
Journal:
International Marketing Review
International Marketing Review (1993) 10 (2)
Published: 01 February 1993
...Kwaku Atuahene‐Gima Investigates the relative effects of organizational and managerial factors on the firm′s propensity to acquire new technology through licensing from foreign non‐affiliated companies. Aims to contribute to the literature on the role of international licensing in the firm′s...
Journal Articles
Journal:
International Marketing Review
International Marketing Review (1988) 5 (2): 31–40.
Published: 01 February 1988
... taken to facilitate or hinder that protection through treaties and litigation. Finally, the article discusses marketing strategy implications of the patent treaties and litigated cases. © MCB UP Limited 1988 EEC European Community Licensing Patent Law Patents EUROPEAN PATENT LAWS...
