Service-dominant logic and licensing in international B2B markets

This paper asks whether the service - dominant logic is superior to the traditional goods - dominant logic for the use of licensing to commercialize new technologies internationally – and why so. To answer this question two case of licensing float glass, a float glass manufacturing technology and Benecol, a process to manufacture cholesterol lowering ingredient for food, are examined and contrasted. The findings indicate that the service – dominant logic yields advantages. Licensing logic for success in technology transfer is suggested. -- licensing ; service dominant logic ; international business