Trademark Licensing Agreement Mövenpick

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?