International Business: Competing in the Global Marketplace
International Business: Competing in the Global Marketplace
12th Edition
ISBN: 9781259929441
Author: Charles W. L. Hill Dr, G. Tomas M. Hult
Publisher: McGraw-Hill Education
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Chapter 8, Problem 1CDQ
Summary Introduction

Case summary:

Company B signed a licensing agreement with the Company S nearly 50 years ago. This makes the Company B to build a strong basement in Country J. Recently Company B ends it agreement to open its own store in the Country J. This will lead to more cost and risk in the operation in Country J.

Characters in the case:

  • Company B
  • Country J

To discuss: The reason for Company B to choose the licensing strategy in Country J in its initial stage.

Introduction:

Licensing refers to the right given to the licensee for purchasing and selling the products for some specified royalty fee on units sold.

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