Guidelines for Corporate Trademark Licensing

Meyer, Thomas; Tinney, Cathie H.; Tinney, Terry J.

doi:10.1111/1540-5885.230196

Cited by 6 publications

(4 citation statements)

References 3 publications

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“…First, as underscored by Meyer, C. H. Tinney and T. J. Tinney (1985), the licence can contribute to the pursuit of many key marketing objectives, such as brand and product awareness, customer recognition, image building, and customer loyalty (Albanese 2001;Meyer, C. H. Tinney and T. J. Tinney 1985). Secondly, trademark licensing affords the opportunity to not only enter new sectors but also new geographic and product markets that might otherwise be inaccessible or difficult to reach internally 11 (Clegg and Cross 2000;WIPO 2003), thus supporting the process of international growth and business diversification (Frey, Ansar and Wunsch-Vincent 2015;Tomar 2009;WIPO 2003WIPO , 2010.…”

Section: The Rise Of Markets For Trademarks: Exploring the Potential Of Trademark Licensingmentioning

confidence: 99%

“…From the licensee's perspective, trademark licensing provides substantial cost savings by avoiding the complexities and the time and effort required for the creation of a valuable new brand from scratch (Frey, Ansar and Wunsch-Vincent 2015). In addition, in the specific case of a well-established trademark, the licensee may be better equipped to augment the value perception of his or her offering, which justifies the payment of a premium price (Meyer, C. H. Tinney and T. J. Tinney 1985;WIPO 2010WIPO , 2013.…”

Section: The Rise Of Markets For Trademarks: Exploring the Potential Of Trademark Licensingmentioning

confidence: 99%

“…Trademark licensing, indeed, entails several strategic opportunities for both the licensor and the licensees. First of all, it opens up new opportunities for increasing revenues and sustaining profits 10 (Frey, Ansar and Wunsch-Vincent 2015; Meyer, C. H. Tinney and T J. Tinney 1985;.…”

mentioning

confidence: 99%

See 2 more Smart Citations

From a distinctive sign to an exchangeable asset: exploring the U.S. market for trademark licensing

Ferrucci¹,

Leone²,

Romagnoli³

et al. 2021

Trademarks and Their Role in Innovation, Entrepreneurship and Industrial Organization

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A remarkable growth in the value of trademark licensing has been recently recorded. Our paper contributes to the understanding of this under-explored phenomenon using a dataset newly released by the USPTO. Our study analyses the evolution of licensing activities in the U.S. during the 2003-2017 period, the characteristics of these trademarks and agreements, and certain features of the licensing parties involved. We found that licensing activities varied considerably during these years. They were usually signed between two parties only, and, on average, they involved more than one trademark. Excluding underreporting effect, the analyses reveal that a large portion of heterogeneity in licensing activity is due to the NICE international classes associated with each trademark. Indeed, trademark licensing agreements appear to be unevenly distributed across these classes, suggesting that this activity and the way it is carried out is correlated with the market to which the licensed trademark refers. URL: https://mc.manuscriptcentral.com/ciai Industry and InnovationFrom a Distinctive Sign to an Exchangeable Asset: Exploring the U.S. Market for Trademark Licensing 1.2 has become more and more an asset that can be autonomously traded (Beebe 2004;Ramello 2006;Ramello and Silva 2006). The massive volume of trademark transactions resulted in the unveiling of so-called 'markets for trademarks ' (Castaldi 2019b;

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Section: The Rise Of Markets For Trademarks: Exploring the Potential Of Trademark Licensingmentioning

confidence: 99%

Section: The Rise Of Markets For Trademarks: Exploring the Potential Of Trademark Licensingmentioning

confidence: 99%

See 1 more Smart Citation

From a distinctive sign to an exchangeable asset: exploring the U.S. market for trademark licensing

Ferrucci¹,

Leone²,

Romagnoli³

et al. 2021

Trademarks and Their Role in Innovation, Entrepreneurship and Industrial Organization

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“…Contractor (1981) offers a list of conditions when licensing would be the preferable choice, that could be extended to non-technological and non-innovative firms, including: product cycle standardization and maturity; constraints on direct investment; restrictions on imports into a foreign country; licensor firm size; R&D intensity of the licensor; perpetuation of licensee dependency; and product line organization and diversification by the licensor Meyer, Tinney, and Tinney (1985). approach the use of licensing as a source of potential revenues for…”

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confidence: 99%

International Licensing as a Strategic Option for Firms in the Creative Industries

PINHO¹

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International licensing is a vital entry mode for the creative industries, a dynamic sector of the world economy, growing at a faster pace than traditional sectors. The context of digitalization increased the relevance and value of content and brand/character licensing. In 2016 global retail of licensed merchandise reached 272 billion dollars driven by entertainment/character which represented 45% of the total (LIMA, 2017). The International Business (IB) literature argues that licensing is a low-cost, low-involvement and low-risk entry mode although it is the sole alternative for some sectors. The lack of academic research on the subject, the relevance of licensing for the creative industries and the limited presence of Brazilian firms in the international market motivated this research. This Ph.D. dissertation comprises four essays that evolved in parallel, although complementary, directions to better gather different perspectives on the subject. The initial effort was to map the extant literature on international licensing. The first essay evaluated the use of different theoretical perspective in IB research and the application of these theoretical perspectives to small and medium-sized firms. The second essay reviews the IB literature to understand the theoretical influences on the study of licensing using a bibliometric approach. A third essay, of an exploratory nature, analyzed for case studies from small-sized Brazilian firms aiming at understanding how licensing was present in their business and its use in their international process. Finally, the fourth essay consisted of a survey to identify the perceptions of executives from a segment of the creative industries concerning international licensing for their content and brands/characters. Finally, general conclusions were drawn from the four essays, theoretical implications were presented and recommendations were made for the use of licensing by managers.

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Increasing Brand Orientation and Brand Capabilities Using Licensing: an Opportunity for SMEs in International Markets

2019

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Guidelines for Corporate Trademark Licensing

Cited by 6 publications

References 3 publications

From a distinctive sign to an exchangeable asset: exploring the U.S. market for trademark licensing

From a distinctive sign to an exchangeable asset: exploring the U.S. market for trademark licensing

International Licensing as a Strategic Option for Firms in the Creative Industries

Increasing Brand Orientation and Brand Capabilities Using Licensing: an Opportunity for SMEs in International Markets

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