Marketing control rights and their distribution within technology licensing agreements : a real options perspective
Year of publication: |
2012
|
---|---|
Authors: | Boyd, D. Eric ; Brown, Brian P. |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 40.2012, 5, p. 659-672
|
Subject: | IT-gestütztes Marketing | Computer-assisted marketing | Lizenz | Licence | Technologie | Technology | Strategische Allianz | Strategic alliance |
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