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Guidelines for Corporate Trademark Licensing
Author(s) -
Meyer Thomas A.,
Tinney Cathie H.,
Tinney Terry J.
Publication year - 1985
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.230196
Subject(s) - trademark , exploit , business , asset (computer security) , intangible asset , law and economics , license , industrial organization , marketing , computer security , finance , economics , computer science , law , political science
Licensing a trademark in many firms, if it occurs at all, is an incidental ad hoc arrangement. An unorganized approach can mean trouble. It can also mean the firm is losing an opportunity to exploit fully a valuable asset. Tom Meyer, Cathie Tinney, and Terry Tinney argue that trademark licensing is deserving of careful attention and planning.