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The Impact of Managerial Attitudes on Technology Licensing Performance

The Impact of Managerial Attitudes on Technology Licensing Performance Reports on a study designed to explore the effects of managers′ perceptions on the firm′s performance in technology licensing activity. Identifies potential costs and benefits of technology licensing from the literature and discriminates between “high” and “low” performing licensee firms. The key finding is that the perceptual profile of these two groups of firms are significantly different. Perceived costs and benefits of licensing provide meaningful profiles that should indicate some of the actions that licensees could take to improve their firms′ performance in the use of licensed technology. Discusses the implications for technology marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The Impact of Managerial Attitudes on Technology Licensing Performance

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Publisher
Emerald Publishing
Copyright
Copyright © 1992 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000640
Publisher site
See Article on Publisher Site

Abstract

Reports on a study designed to explore the effects of managers′ perceptions on the firm′s performance in technology licensing activity. Identifies potential costs and benefits of technology licensing from the literature and discriminates between “high” and “low” performing licensee firms. The key finding is that the perceptual profile of these two groups of firms are significantly different. Perceived costs and benefits of licensing provide meaningful profiles that should indicate some of the actions that licensees could take to improve their firms′ performance in the use of licensed technology. Discusses the implications for technology marketing.

Journal

European Journal of MarketingEmerald Publishing

Published: Mar 1, 1992

Keywords: Organizational performance; Licensing; Management attitudes; New product development; Technology transfer

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