In a licensing agreement, the licensee
A) makes no initial investment to get started.
B) does most of the marketing strategy planning for the markets it is licensed to serve.
C) has more control over marketing than other approaches for entering international markets.
D) assumes almost no risk in a foreign market.
E) does not pay any fee or royalties to the licensor.

Question

Quizplus · Accepted Answer

The licensee is responsible for marketing strategy planning in the markets it is licensed to serve, while the licensor provides the product or technology.

In a Licensing Agreement, the Licensee