Technology licensing - a decision stage model

Morris, Darren J. (1995) Technology licensing - a decision stage model The University of Queensland:

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Author Morris, Darren J.
Title of report Technology licensing - a decision stage model
Formatted title

Publication date 1995
Place of publication The University of Queensland
Total pages 100
Language eng
Subjects 1503 Business and Management
Formatted abstract
As the pace of technological development becomes more and more rapid, and technology becomes more and more perishable, the importance of licensing as a means of commercialising technology will increase. The objective of this report is to help licensing practitioners achieve successful outcomes when licensing.

The research undertaken to compile this report involved an extensive review of the -licensing literature as well as exploratory interviews with industry participants. Little of the literature was academically rigorous, and much of it was very fragmented and narrow, with very few authors considering the licensing process in its entirety. The decision stage model presented here represents a logical synthesis of this literature while also drawing in other disciplines (e.g. new product development, decision theory) where gaps in this literature were recognised.

The main focus of the report is on the approach used to idel1tify, evaluate and approach potential licensees of a new technology. This approach is presented as a decision stage model for marketing technology licences. It involves the following stages :- 1. Decision to Commercialise, 2. Choice of Commercialisation Vehicle, 3. Identify Key Licensee Qualities, 4. Identify Potential Licensees,5. Package & Price the Licence, 6. Approach Potential Licensees, and 7. Negotiate Agreements. This methodology is presented here as a linear model in order to keep it as simply as possible so that it can be moulded and shaped to suit the individual circumstances to which it is applied (various

Document type: Research Report
Collection: MBA reports
Citation counts: Google Scholar Search Google Scholar
Created: Thu, 16 Dec 2010, 14:25:08 EST by Ning Jing on behalf of The University of Queensland Library