Service-Dominant Logic and Licensing in International B2B Markets
Journal article, Peer reviewed

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Date
2012Metadata
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- Articles (SOL) [178]
Original version
Journal of Business Market Management 2012;5(4)Abstract
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
manufact
ure 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