全球营销学课件ch7globalmarketentrystategies.ppt

Chapter 7 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances
Global market entry mode options:
Exporting
Contractual agreement
Licensing许可经营
Franchising 特许经营
Contract manufacturing合同制造/ management contract管理合同/ project contracting 工程承包
Foreign Direct Investment (FDI) 对外直接投资
Joint venture 合资企业
Ownership (Wholly owned enterprise)独资企业
Strategic international alliance
Which strategy should be used?
It depends on:
Vision
Attitude toward risk
How much investment capital is available
How much control is desired
Entry barrier: tariff and non-tariff barrier, policy barrier
Exporting
Indirect exporting
pany sells to a buyer in the home country who in turn exports the product.
Direct exporting
pany sells to a customer in another country
“猪驮式”出口(Piggy Back Exporting)
罗技鼠标的国际营销战略
Licensing许可经营
A contractual agreement whereby pany (the licensor许可方) makes an asset available to pany (the licensee被许可方) in exchange for royalties, license fees, or some other form pensation
Patent
Trade secret
Trade mark
Product formulations
Advantages to Licensing
For licensors:
Steady ROI(return on investment)
Provides method of circumventing tariffs, quotas, and other export barriers
For licensees:
licensees are granted autonomy and are free to adapt goods
Licensee can leverage and exploit licensor’s resources
Disadvantages to Licensing
Limited market control, Potential returns from marketing may be lost
Licensee may petitor
case about licensing
Advices in licensing agreements:
To prevent a petitor from gaining unilateral benefit, licensing agreements should provide for a cross-technology exchange between all parties.
panies do decide to license, they should sign arrangements that anticipate more extensive market participation in the future.
The sales of licensee should be geographically-limited
Franchising特许经营
Contract between a pany-franchisor and a franchisee that allows the franchisee to operate a business developed by the franc