Trademark Licensing Agreement Mövenpick
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Author (Corporation)
Publication date
2017
Typ of student thesis
Semesterarbeit
Course of study
Collections
Type
11 - Student thesis
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Editor (Corporation)
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DOI of the original publication
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Issue / Number
Pages / Duration
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Publisher / Publishing institution
Hochschule für Wirtschaft FHNW
Place of publication / Event location
Olten
Edition
Version
Programming language
Assignee
Practice partner / Client
Mövenpick Schweiz AG, Baar
Abstract
This live project is concerned with trademark licensing of the food and beverage industry in Switzerland, as well as globally. The client, Mövenpick Schweiz AG, is acting as a licensor and questions its licensing business model. The main objective of the live project is to provide Mövenpick Schweiz AG a better understanding of the licensing business in the highly competitive food industry and to further analyze why similar companies perform better with their trademark licensing agreements. Consequently, the authors have formulated the following research questions:
• What are the value-added contributions of the licensor and licensee?
• Which are the success factors for sustainable growth in sales and revenues?
• What are the best practice examples for trademark licensing in the food and beverage market?
• Which are the success factors derived from the best practices?
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Event
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Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Review
Open access category
License
Citation
Hammacher, M., Loeffel, N., Ragosa, T. L., & Stanic, I. (2017). Trademark Licensing Agreement Mövenpick [Hochschule für Wirtschaft FHNW]. https://irf.fhnw.ch/handle/11654/40235