Scribd Logo
Upload

Welcome to Scribd!

  • 78 views

    The Metro Corporation Technology Licensing Negotiation

    Uploaded by

    Hilarious Harry

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    The Metro Corporation Technology Licensing Negotiation

    Uploaded by

    Hilarious Harry
    78 views16 pages

    Original Title

    imm ppts (1)

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    78 views16 pages

    The Metro Corporation Technology Licensing Negotiation

    Uploaded by

    Hilarious Harry

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    The Metro Corporation

    Technology licensing negotiation

    By
    K. Hari Krishna( 1226210115)
    Hima teja ( 1226210116)
    Gunasekaran( 1226210113)
    Metro Corporation
     Metro corporation is a diversified steel rolling, fabricating
    and construction company .

     It as far more frequently focused on licensing as a


    market entry method with technologies confined to ---

    1) process and peripheral to the steel making process.


    2) Applications of steel in construction and other industries

     All metro licensing is handled by its international division,


    International construction and engineering ( ICE)
    Impecina
     Impecina is a private firm and largest construction company in Peru
    and operates throughout Latin America.

     It has broad range of interests including residential and commercial


    buildings, hydraulic works, transportation and maritime works.

     It employs several thousand personnel, engineers and technicians,


    its sales had doubled in the last five years.

     It was still primarily a Peruvian business with most turnover in Peru,


    but was in the expanding into Colombia, the north African
    Mediterranean countries, Argentina, Brazil and Venezuela
    Licensing as an entry mode

     Licensing is a nonexport entry mode


     Licensing is a cross between export and direct
    investment
     The licensor is exporting whatever the agreement is
    concerned with
     At the same time it is an investment which will give them
    future cash inflow
    The licensing package for Impecina

    *Luostarinen og Welch(1990) Other supportive


    components may
    include:
    Design

    Technical Copyright
    Trademark core.
    Technical
    know how:
    Patents
    Managerial
    know how
    Marketing know-how
    Strengths
     Well established corp.
     Diversified
     Developed reputation
     Experienced in licensing
     Technologically advanced
    Weaknesses
     Few and far between innovations
     Avoidance of patenting outside US
     Insufficient license agreement
    Opportunities
     Expanding market
     Impecina is a considerable actor in the
    Peruvian market
     Patenting outside US
     Cooperation with Impecina in other
    countries
    Threats
     Cultural differences
     Peruvian governmental regulations
     Competition from other US companies
     Impecina can copy/steal Metros
    technology
    Metro Corporation: Technology
    Licensing Negotiation
    Licensor Licensee

    Licensing agreement
    Metro Corp. Impecina

    Metro Corporation give Impecina the right to use their name and
    petroleum tank technology in exchange for an initial payment
    and 2 % royalties.
    Metro’s Benefits
    Effective technology
    transfer

    Licensing
    Feedback/market Other joint
    knowledge Relationship operation
    Development possibilities

    Renewed/enchanced
    licensing agreement
    Action Plan
     Possible actions
     Accept formal offer
     Reopen negotiation
     End negotiation
    Critical Success Factors
     Cultural understanding
     Make sure Impecina does not become a
    competitor, due to lack of control over
    production & marketing
     Understand reasons for government
    intervention
     Technology innovation based on market
    development
     The final agreement – active involvement
     Negotiation technique
    Short Term Goals
     Secure patents outside US
     To make sure that the license agreement
    operate successfully
     To provide Impecina with all the technical
    training and resources (know-how) they
    need to be successful for Metro
     To develop a good relationship with
    Impecina
    Long Term Goals
     A long term profitable cooperation
     Gain of tactical and strategic advantages
    related to expansion in foreign markets
     Using the licensing agreement as a
    steppingstone strategy
     To recognize and act upon opportunities
    Conclusion
     Preserving patents is a key issue
     If the cooperation is to be successful, we
    recommend that the agreement is
    renegotiated in accordance with the
    action plan

    You might also like