Ivey Publishing
MAN B&W Diesel A/S — Managing Licensees in a Globalized World
Product Number:
9B09M030
Publication Date:
08/27/2009
Revised Date:
09/02/2011 (Data)
Length:
20 pages (10 pages of text)
Product Type:
Case (Field)
Source:
Ivey
MAN B&W Diesel (MBD), a subsidiary of MAN AG, had become very successful by having its large two-stroke diesel engines produced under licence in Asia. The success had led it to the position of world leader in ship engines, with world market shares between 70 and 80 per cent. The relationship between MBD and the licensees was characterized by both parties leveraging each other’s competencies. It was critical for MBD to access new knowledge in order to optimize products from the producing licensees. Similarly, the licensees leveraged access to the design specifications of the engines as well as expert knowledge and service offerings from MBD. Despite MBD’s success with the licence business model during recent years, new developments had triggered some concerns over the model’s long-term sustainability and feasibility, particularly with regard to competitors and intellectual property rights in China. Hence, the main challenge facing MBD was how to future-proof and perhaps adjust its business model to secure more control of critical knowledge and the licensees without jeopardizing the productive and lucrative licensee relationships.
Issues:
Disciplines:
Entrepreneurship,  General Management/Strategy,  International,  Operations Management
Industries:
Manufacturing
Setting:
Denmark;Japan;Korea;China, Large, 2005
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (19 pages) , Japanese (21 pages)
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