Emerging role of technology licensing in the development of global product strategy: Conceptual framework and research propositions

Masaaki Kotabe, Arvind Sahay, Preet S. Aulakh

Research output: Contribution to journalArticlepeer-review

72 Citations (Scopus)

Abstract

In the context of mode of entry into new markets, existing theory tends to identify technology licensing as a step toward or an alternative to wholly owned subsidiaries. However, recent trends in technology licensing indicate that technology licensing is used increasingly as a conscious, proactive component of a technology-based firm's global product strategy. The authors present a conceptual framework from the licensor's perspective on technology licensing by combining the existing literature and licensing practices in industry to identify the antecedent product market, industry level, and resource-based factors that lead to technology licensing. They also present propositions on how these factors affect technology licensing and conclude by linking technology licensing to different dimensions of a firm's product strategy.

Original languageEnglish
Pages (from-to)73-88
Number of pages16
JournalJournal of Marketing
Volume60
Issue number1
DOIs
Publication statusPublished - 1996 Jan
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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