A firm must decide whether to serve a foreign market by exporting, building a foreign branch plant , or licensing the production to an existing foreign producer. The ex istence of reputations implies that any licensing agreement must prov ide a licensee with the incentive to maintain the...

In this paper we argue that, by modelling the contracting process as a bargaining game, one can endogenize the choice between complete and incomplete contracts. This point is demonstrated within a stylized model in which agents can allocate an endowment stream either via a once-for-all bargain...

There exist two approaches in the literature concerning the multinational firm's mode choice for foreign production between an owned subsidiary and a licensing contract. One approach considers environments where the firm transfers primarily knowledge-based assets and assumes that knowledge is...

We develop a model that endogenizes both advertising format ads with or without celebrity endorsements and the endorsement fee. Marketing studies suggest that celebrities enhance brand recall and perception of product value. In our model, ads featuring celebrities occur when the product market...