Uusitalo, Olavi; Grønhaug, Kjell - In: jbm - Journal of Business Market Management 5 (2012) 4, pp. 265-284
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...