工商导论unit1课件.ppt

Licensing and Franchising It is a trade arrangement in which one company the licensor allows another company the licensee to use its intellectual property知识产权 such as company name, products, patents, brands, trademarks, raw materials, technology and/or production processes within certain parameters/ specific period of time in exchange for royalties or other compensation. Licensing Licensing and Franchising Licensing Licensing and Franchising It is a form of licensing in which a company the franchiser agrees to provide a franchisee a name, logo, methods of operation, advertising, products, and other intellectual property associated with the franchiser’s business, in return for a financial commitment and the contractual agreement to conduct business in accordance with the franchise’s standard of operations. Franchises exist in many industries, such as restaurants, salons, gyms and other service-based businesses. Franchising A license to sell another’s products or to use another’s name in business, or both, is a franchise; The company that sells the franchise is the franchisor; The purchaser of a franchise is called a franchisee. Licensing and Franchising Licensing and Franchising Four basic elements: The Franchiser must own the intellectual property such as trademark, logo, patent, etc., and allow franchisee to use them There must be a contractual agreement between franchiser and franchisee. Franchisee must run the business according to franchiser’s business pattern. A franchising fee must be paid to franchiser. Franchising Licensing and Franchising Franchising Licensing and Franchising - Differences 授权的内容 品牌的开发 对被授权方的管理 授权Licensing和特许经营Franchising两者的组织形式和经营理念非常相似，但从本质上还是有很大的区别，授权的操作更灵活、更容易达成授权双方的合作。 Licensing and Franchising - Considerations the type of business available start-up capital the amount of creative control desired by a business owner how close a relationship an owner wants with a parent company For example, if a close working r