Service-dominant logic and licensing in international B2B markets

Olavi Uusitalo and Kjell Grønhaug

jbm - Journal of Business Market Management, 2012, vol. 5, issue 4, 265-284

Abstract: This paper asks whether the service - dominant logic is superior to the traditional goods - dominant logic for the use of licensing to commercialize new technologies internationally - and why so. To answer this question two case of licensing float glass, a float glass manufacturing technology and Benecol, a process to manufacture cholesterol lowering ingredient for food, are examined and contrasted. The findings indicate that the service - dominant logic yields advantages. Licensing logic for success in technology transfer is suggested.

Keywords: licensing; service dominant logic; international business (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:fubjbm:68478

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