1. LICENSING
SANDRA JULIETH ORTIZ RAMIREZ
UNIVERSTY OF IBAGUE
INTERNATIONAL BUSINESS I

2. Licensing it is a method of foreing
market entry, that is based in an
agreement between an international
company (licensor) and another
company abroad (licensee).

3.  A Parent company to their foreign
affiliates.
 An International enterprise to
foreign private or government enterprise.

4. SERVICE EXPORTS AND IMPORTS
•Use of assets → Royalties → Licensing

5. Good alternative
to small Fast market Low cost
company acces information
Ability to take
a competitive
advantages
Attractive to firms
No requiring a that are new to the
large capital international
investment business arena

6. Marketing
Creation of Passive
underperformance
future interaction with
may not be
competitors local market
controlled
Limited
the licensee It can be
flexibility to
could create damage the
apply
problems for the licensor´s
sophisticated
licensor reputation
technology

7. COCA COLA
HARLEY
Coca cola oversees DAVIDSON
more than 320
licensees in 57 Harley Davidson
countries, more than licenses for toys
10,000 than like Barbies to
manufactured products reach the female
with his image. market.

8.  International Management: Managing (text only) 2 edition by
A. Phatak.R.Bhagat.R.Kashlak: A.
Phatak.R.Bhagat.R.Kashlak: Amazon.com: Books. (2008,
May 23).Amazon.com: Online Shopping for Electronics,
Apparel, Computers, Books, DVDs & more. Retrieved March
19, 2013, from http://www.amazon.com/International-
Management-Managing-text-Phatak-R-Bhagat-R-
Kashlak/dp/B003T0FFUS
 Fundamentos de Marketing - Philip Kotler, Gary M. Armstrong
- Google Libros. (2008, July 16). Google Books. Retrieved
March 22, 2013, from
http://books.google.com.co/books?id=sLJXV_z8XC4C&pg=P
A294&lpg=PA294