Purpose – Besides applying knowledge in own products and services, firms increasingly exploit their knowledge assets externally, e.g. by means of licensing out technology. The aim of this paper is to help firms achieve strategic fit in the keep‐or‐sell issue, which results from potential...

Purpose – The purpose of this paper is to help firms establish successful technology planning processes in the context of open innovation. Design/methodology/approach – Although some pioneering firms realise enormous benefits from outward technology transfer, many others experience major...