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Licensing Pitfalls

Suzanne Greene MarshallNancy J. RaboltJudy K. Miler

出版	Bloomsbury Publishing, 2018
URL	http://books.google.com.hk/books?id=ArhnwAEACAAJ&hl=&source=gbs_api

註釋

"A swimwear manufacturer is a licensee for several brand names (licensors). The licensing arrangements from the licensee's perspective is given in four general areas: lack of control/power, lack of visibility, increased expense, and multiple "masters." Although there are advantages of manufacturing product for the licensee, there are also many pitfalls outlined in this case. Examples are given of pitfalls such as general decisions being made by the brand licensees; the manufacturer being dropped by the brand affecting their business and profitability; no credit being given to the manufacturer's designers of the merchandise as the brand takes the credit; and high royalty and advertising expenses for the licensee. In addition if a manufacturer takes on the role of licensee for several brands, it must represent all of the brands at the same time and for their respective target markets. With so many pitfalls, some advice is needed for manufacturers to protect their business."--Bloomsbury Publishing.