The greater the investment costs incurred by the licensee, the longer is the likely duration of the licensing agreement.

Name: The greater the investment costs incurred by the licensee, the longer is the likely duration of the licensing agreement.
Brand: Quizplus
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Quizplus · Accepted Answer

This is because a licensee who has invested heavily in the licensing agreement will likely seek a longer duration to recoup their investment and maximize returns, while the licensor may agree to ensure a stable, long-term partnership.

The Greater the Investment Costs Incurred by the Licensee, the Longer