Chapter7Globalmarketentrystratagies.ppt

Chapter7GlobalMarketEntryStrategies:Licensing,Investment,andStrategicAlliances(全球市场进入策略——许可经营、投资及战略联盟)LearningObjectivesKeyPoints1)Understandtheconceptsofglobalmarketentrystrategies2))LearntoapplytheglobalmarketentrystrategiesinglobalmarketingactiviesDefinition(inthedictionary):,own,orusesth.(批准,许可)pany(thelicensee)inexchangeforroyalties,licensefees,——特许制作(或使用)。。。的人(或公司)Royalty——版税,使用费LICENSING2)Thelicensedassetcovers:panyname,patent(专利权)tradesecret,orproductformulation3)Licensingiswidelyusedinthefashionindustryexample:(同名公司)associatedwithBillBlass,HugoBoss,anizationsasdiverseasDisney,CaterpillarInc.,theNationalBasketballAssociation,andCoca-ColamakeextensiveuseoflicensingAlltheseexamplessuggest:aglobalmarketentryandexpansionstrategywithconsiderableappealLicensingofferanattractivereturnoninvestmentforthelifeoftheagreement,providedthatthenecessaryperformanceclausesareincludedinthecontracttheonlycost:signingtheagreementandpolicingitsimplementation1)paniestocircumvent(规避)tariff,quotas,orsimilarexportbarriers(thelicenseeistypicallyalocalbusiness)2keyadvantages:2)licenseesaregrantedconsiderableautonomyandarefreetoadaptthelicensedgoodstolocaltaste,whenappropriateExamples::licensestrademarkedcartooncharacters,names,andlogos(标志)allowDisneytocreatesynergies(协同作用)onitscorethemepark,motionpicture,andtelevisionbusinessintheAsia-Pacificregion,:unknownuntilafewyearsagoannualsalestotaled$$900million2examplestoprovethebenefitsbroughtbylicensing:1)Snofi-Aventis(pany)drugresearchisveryexpensivelicensinghelpstorelievethis2)Pilkington(皮尔金顿)thecornerstoneofPilkington’ehelptoassureitscontinuedtechonologicalleadershipintheindustryfordecadesSeveraldisadvantages:1)licensingagreementso