[Journal:] jbm - Journal of Business Market Management [Volume:] 5 [Year:] 2012 [Issue:] 4 [Pages:] 265-284
This paper asks whether the service - dominant logic is superior to the traditional goods - dominant logic for the use of licensing to commercialize new technologies internationally - and why so. To answer this question two case of licensing float glass, a float glass manufacturing technology and Benecol, a process to manufacture cholesterol lowering ingredient for food, are examined and contrasted. The findings indicate that the service - dominant logic yields advantages. Licensing logic for success in technology transfer is suggested.
licensing service dominant logic international business