市场营销 英文Chap07-09.pptVIP

Chapter 7 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances Global market entry mode options: Exporting Licensing许可经营 Contract manufacturing合同制造 Franchising 特许经营 Foreign Direct Investment FDI 对外直接投资 Joint venture 合资企业 Ownership Wholly owned enterprise 独资企业 Strategic alliance Which strategy should be used? It depends on: Vision Attitude toward risk How much investment capital is available How much control is desired Licensing许可经营 A contractual agreement whereby one company the licensor许可方 makes an asset available to another company the licensee被许可方 in exchange for royalties, license fees, or some other form of compensation Patent Trade secret Trade mark Product formulations Advantages to Licensing For licensors: Attractive ROI（return on investment） Provides method of circumventing tariffs, quotas, and other export barriers For licensees: licensees are granted autonomy and are free to adapt goods Licensee can leverage and exploit licensor’s resources Disadvantages to Licensing Limited market control ,Potential returns from marketing may be lost Licensee may become competitor Advices in licensing agreements: To prevent a licensor-competitor from gaining unilateral benefit, licensing agreements should provide for a cross-technology exchange between all parties. When companies do decide to license, they should sign arrangements that anticipate more extensive market participation in the future. Special Licensing Arrangements Contract manufacturing合同制造 Company provides technical specifications to a subcontractor or local manufacturer Advantages to Contract Manufacturing The licensing firm can specialize in product design and marketing while contractors accept responsibility for manufacturing facilities limited commitment of financial and managerial resources and quick entry into target countries. Disadvantages to Contract Manufacturing Companies may attract public criticism due to low wages and inhumane working conditions Fra