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Licensing, Franchising, and Other Contractual Strategies (15.1 Explain…

- - - - TYPE OF LICENSING
        Trademark Licensing
        -Involves a firm granting another firm permission to use its proprietary names, characters, or logos for a specified period of time in exchange for a royalty.
        -E.g., Coca Cola, Harley-Davidson, Laura Ashley, Disney, Michael Jordan
        Copyright Licensing
        -A copyright gives the owner the exclusive right to reproduce art, music, literature, software, and other such works, as well as prepare derivative works, distribute copies, or perform or display the work publicly.
        
        Know-How Licensing
        -Involves a contract in which the focal firm provides technological or management knowledge about how to design, manufacture, or deliver a product or a service.
- - - - With international leasing, the lesser rents out machinery or equipment to clients abroad, often for several years at a time. E.g., Airlines lease aircraft
- - - - Negatively affects consumer attitudes about the branding and quality of legitimate goods.
        Hinders company inventiveness and innovation