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

3. Fashion licensing
Sport Licensing
Corporate Treatmarks and
Brand Licensing
Art Licensing
Character and
Entertainment Licensing

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

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

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

7.  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