What is it about?
This study identifies risks emanating from a licensee’s potential opportunism from a licensor’s perspective. It juxtaposes these risks with the potential profitability of brand licensing opportunities.
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Why is it important?
Many brand licensing relationships fail. Our findings show how licensors can balance the risk of licensee opportunism and the expected performance gains from brand licensing.
Perspectives
The findings from this study can be translated into management practice because they allow for the development of an evaluation template that directs brand owners’ attention to the risks and gains of brand licensing opportunities. It supports licensors in choosing the “best” opportunity.
Carolin Decker-Lange
Brunel University
Read the Original
This page is a summary of: Burning the candle at both ends: how to balance potential profitability and brand protection when licensing brands, European Journal of Marketing, July 2023, Emerald,
DOI: 10.1108/ejm-01-2021-0016.
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