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Service-dominant logic and licensing in international B2B markets

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  • Uusitalo, Olavi
  • Grønhaug, Kjell

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 manufacture 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.

Suggested Citation

  • Uusitalo, Olavi & Grønhaug, Kjell, 2012. "Service-dominant logic and licensing in international B2B markets," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 5(4), pages 265-284.
    • Handle: RePEc:zbw:fubjbm:68478
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    References listed on IDEAS

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