Abstract: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-inv… Show more
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