What is licensing in foreign marketing, Marketing Management

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What is licensing in foreign marketing?

Licensing:

Licensing is explained as “the method of foreign operation whereby a firm within one country agrees to permit a company in the other country to use the manufacturing, trademark, processing, know-how or several other skill provided through the licensor”.

It is rather similar to the “franchise” process. Coca Cola is an excellent illustration of licensing. Into Zimbabwe, United Bottlers have the licence to build Coke.

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