LicensingInvestmentandStrategicAlliances全球市场进入策略——许可经营、投资及战略联盟课件.ppt
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1、Chapter7 Global Market Entry Strategies:Licensing,Investment,and Strategic Alliances(全球市场进入策略许可经营、投资及战略联盟)Learning Objectives1.Key Points1)Understandtheconceptsofglobalmarketentrystrategies2)Understandtheimportanceofinvestment2.Difficulties1)Learntoapplytheglobalmarketentrystrategiesinglobalmarketin
2、gactivies Definition(in the dictionary):to give sb.Official permission to do,own,or use sth.(批准,许可)It is a contractual arrangement whereby one company(the licensee)in exchange for royalties,license fees,or some other form of compensation.Licensee 特许制作(或使用)。的人(或公司)Royalty 版税,使用费2)The licensed asset c
3、overs:a brand name,company name,patent(专利权)trade secret,or product formulation3)Licensing is widely used in the fashion industryexample:1.namesake companies(同名公司)associated with Bill Blass,Hugo Boss,and other global design icons generate more revenue from licensing deals2.Organizations as diverse as
4、 Disney,Caterpillar Inc.,the National Basketball Association,and Coca-Cola make extensive use of licensingAll these examples suggest:a global market entry and expansion strategy with considerable appeal Licensing offer an attractive return on investment for the life of the agreement,provided that th
5、e necessary performance clauses are included in the contract the only cost:signing the agreement and policing its implementation 1)enables companies to circumvent(规避)tariff,quotas,or similar export barriers(the licensee is typically a local business)2 key advantages:2)licensees are granted considera
6、ble autonomy and are free to adapt the licensed goods to local taste,when appropriateExamples:1.Disney:licenses trademark ed cartoon characters,names,and logos(标志)allow Disney to create synergies(协同作用)on its core theme park,motion picture,and television business in the Asia-Pacific region,sales of l
7、icensed Disney products doubled between 1988 and 1990 and doubled again by 1994 2.Licensed goods in China:unknown until a few years ago annual sales totaled$600 million observers expect the figure to more than doubled by 20103.Sales of licensed Caterpillar merchandise run at$900 million 2 examples t
8、o prove the benefits brought by licensing:1)Snofi-Aventis(a French pharmaceutical company)drug research is very expensive licensing helps to relieve this2)Pilkington(皮尔金顿)the cornerstone of Pilkingtons market expansion strategy generate substantial income help to assure its continued techonological
9、leadership in the industry for decadesSeveral disadvantages:1)licensing agreements offer limited market control licensor doesnt become involved in the licensees marketing program,potential returns may be lost 2)the agreement may have a short life if the licensee develops its own 3)whats worse,the li
10、censee may develop into strong competitorBecause:licensing enables a company to“borrow”another companys resourcesExample:Pilkington,which has seen its leadership position in the glass industry erode as Glaverbel,SaintGobain,PPG,and other competitors achieved higher levels of production efficiency an
11、d lower costsOpportunity costs:1 example to illustrate this:In the mid-1950s,Sony(licensee)wanted to using transistors to make small,battery-powered radios,but AT&TsBell Laboratories(licensor)insisted it was possible.Sony made it by itself.The failure to seize an opportunity to license can also lead
12、 to dire consequenceIn the mid-1980s,Apple Computer chairman decided against a broad licensing program.Meanwhile,Microsoft s growing world dominance got a boost in 1985.Microsoft,the winner had a market capitalization of nearly$300 billion in 2003e.g.create export market opportunities&open the door
13、to low-risk manufacturing relationships&speed diffusion of new products or technologies1)Licensing turns out to be an expensive source of revenue2)To prevent a licensee-competitor,licensing agreements should provide for a cross-technology exchange between all parties,and include a provision for full
14、 cross-licensing.3)Overall,it must ensure ongoing competitive advantage.e.g.create export market opportunities&open the door to low-risk manufacturing relationships&speed diffusion of new products or technologies Contract manufacturingprovide technical specifications to a subcontractor or local manu
15、facturer;the subcontractor then oversees production.(advantages:1.the licensing firm can specialize in product design and marketing,while transferring responsibility for ownership of manufacturing facilities to contractors and subcontractors.Franchising a contract between a parent company-franchisor
16、 and a franchisee that allows the franchisee to operate a business developed by the franchisor in return for a fee and adherence to franchise-wide policies and practices.When companies do decide to license,they should sign agreements that anticipate more extensive market participation in the future.
17、Bill Blass 品牌介绍创始人 Bill Blass 比尔布拉斯于1970 年收购雷特公司并改名为比尔布拉斯,布拉斯堪称是美国时装设计师的领袖人物,有着无穷的创造力和想象力,他的设计总是富有浪漫激情的,他创造了华丽雍贵,但却从不鄙俗,时髦、和谐、舒适而又潇洒。比尔 布拉斯总是喜欢和爱穿比尔 布拉斯服装的女士交往 作品展现:鲜艳的格子花呢以及醒目的花纹图案是比尔 布拉斯的偏爱,大胆地把花型与结构结合在一起就像一首交响乐,把美的元素和谐地交织在他的服装上。较多采用进口的纯羊毛、纯棉、纯丝、尼龙织物作为服装面料比尔 布拉斯的特点。服装层次是比尔 布拉斯服装的一个重要特征。无论是开衫配裙子还是纱
18、罗单袖缠绕的晚装都很讲究层次感。比尔 布拉斯服装是传统的,它包含着许多歌剧的因素。比尔 布拉斯有时会把日装上的设计带到雅致的晚装上,梦幻般的比尔 布拉斯晚装有着贴身的豪华。男装的特色和细节又给比尔 布拉斯带来了设计灵感,他将男装夹克的英挺合身的裁剪融入细致高贵的女装中,创造出刚柔并济的优雅风韵。Hugo Boss 品牌介绍:发源地:德国创史人:雨果波士(Hugo Boss)注册地:德国麦琴根(Metzingen)品牌线:Hugo Boss 品牌分为Boss-Hugo Boss、Hugo-Hugo Boss、Baldessarini-Hugo Boss,三个品牌主营男女服装,香水,手表,及其它配
19、件。HUGO BOSS 在国际时装界拥有举足轻重的地位,是德国的经典品牌。HUGO BOSS一直崇尚的经营哲学为:为成功人士塑造专业形象。崛起于上世纪70 年代的德国品牌HUGO BOSS,不鼓吹设计师风格,完全以强力放送阳刚味十足的广告形象,传达一种大众化的男性服装风格。不论设计或形象都非常男性化,而且是那种不化妆,也不戴多余的首饰,很注重社会认同的男性形象。Caterpillar Inc.(卡特彼勒)机构性质:外商独资企业所属行业:机械设备 企业性质:有限责任单位网址:公司简介:美国卡特彼勒公司(Caterpillar)成立于1925 年,是世界上最大的工程机械和矿山设备生产厂家、燃气发动
20、机和工业用燃气轮机生产厂家之一,也是世界上最大的柴油机厂家之一。在过去八十年,卡特彼勒一直作为财富500 强企业,现已跻身财富100 强第85 位。卡特彼勒技术研发(中国)有限公司专门为卡特彼勒公司开拓与发展中国市场提供技术研究,产品设计开发,及知识产权服务,是卡特彼勒的全资子公司。pilkington(皮尔金顿)pilkington 最早成立与18 世纪 由Mr Pilkington 发展起来的家族企业越做越大 到了上世纪50 年代 发明了浮法制造玻璃(float glass)在浮法之前 玻璃由手工加工发展到垂直引向 但是由于工艺限制都不能生产出高质量的玻璃 而浮法改变了这一切 也就是从这个
21、时候开始 Pilkington 开始走向世界 成为平板玻璃的世界第一然而去年pilkington 被日本NSG 收购 并入NSG 集团 现在在公司总部和研发中心都有日本人 日本人正在把自己的管理带入pilkington 2.InvestmentFDI(ForeignDirectInvestment)1.Definition Classicdefinition,isdefinedasacompanyfromonecountrymakingaphysicalinvestmentintobuildingafactoryinanothercountry.But,withtheadventoftheIn
22、ternet,theincreasingroleoftechnology,looseningofdirectinvestmentrestrictionsinmanymarketsanddecreasingcommunicationcostsmeansthatnewer,non-traditionalformsofinvestmentwillplayanimportantroleinthefuture.2.FunctionofFDI FDIfiguresreflectinvestmentflowsoutofthehomecountryascompaniesinvestinoracquirepla
23、nts,equipment,orotherassets.FDIprovideafirmwithnewmarketsandmarketingchannels,cheaperproductionfacilities,accesstonewtechnology,products,skillsandfinancing.3.FDIindevelopedcountries&developingcountries4.FormsofFDI JointVentures Ownership&EquityStakeJointVentures 1.DefinitionAjoint venture(oftenabbre
24、viatedJV)isanentityformedbetweentwoormorepartiestoundertakeeconomicactivitytogether.Thepartiesagreetocreateanewentitybybothcontributingequity,andtheythenshareintherevenues,expenses,andcontroloftheenterprise.2.AttractionsofJVs Sharingofrisk(financialrisk&politicaluncertainty)Helptolearnaboutanewmarke
25、tenvironment Toachievesynergy Awaytoenteracountryorregion SynergySynergy,accordingtoWebstersDictionaryisthe“cooperativeactionofdiscreteagenciessuchthatthetotaleffectisgreaterthanthesumoftheeffectstakenindependently.”(协同效率,商业中两个单独的单位联合在一起时比独立时更能有效的发挥潜力)ValueChain Thevalue chain,alsoknownasvalue chain
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