In the British Isles, Guinness brewery was given the right to produce and market Budweiser beer by Anheuser-Busch, its U.S. brand owner. Because Guinness pays Anheuser-Busch royalties for the use of its brand, this is an example of a(n) ________.
A) licensing agreement
B) export merchant
C) joint venture
D) marketing mix alliance
E) direct investment by Anheuser-Busch

Question

Quizplus · Accepted Answer

This is an example of a licensing agreement, as Guinness has been given the right to produce and market Budweiser beer by Anheuser-Busch in exchange for payment of royalties.

In the British Isles, Guinness Brewery Was Given the Right