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...

Brand theory has its origins in the consumer product market and is normally considered in relation to big business. An established brand enables customers to save time by guaranteeing the level of quality, reducing purchasing risk and simplifying customer choices. Little research, however, has...