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Case
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Reference no. 802-064-1
Subject category: Entrepreneurship
Published by: Babson College
Originally published in: 2002
Version: 09.13.02
Length: 16 pages
Data source: Field research

Abstract

The owner and founder of an established licensing agency, Jerry Houle, who was also a former Muppet, has always been a huge fan of the Monty Python group. The famous British troupe of five anti-establishment actors was on TV and in movie theatres on both sides of the Atlantic from 1969 through to 1983. In 1999, Houle signs a licensing agreement with the group''s representative after four years of negotiations. The licensing agency actively seeks partners or licensees to design, produce and retail Monty Python merchandise such as tee shirts, key chains and coffee cups. However, there is reluctance by most major merchandisers to buy heavily into the programme, which surprises the entrepreneur who is convinced of the marketability of the Python name. As his company spends more and more time on this product with few results, the value of the license comes into question. The teaching note includes strategies for case presentation, key concepts, solutions to the assignment questions and suggestions for the most effective ways to work this case into a course.
Size:
Mature
Other setting(s):
1995-2000

About

Abstract

The owner and founder of an established licensing agency, Jerry Houle, who was also a former Muppet, has always been a huge fan of the Monty Python group. The famous British troupe of five anti-establishment actors was on TV and in movie theatres on both sides of the Atlantic from 1969 through to 1983. In 1999, Houle signs a licensing agreement with the group''s representative after four years of negotiations. The licensing agency actively seeks partners or licensees to design, produce and retail Monty Python merchandise such as tee shirts, key chains and coffee cups. However, there is reluctance by most major merchandisers to buy heavily into the programme, which surprises the entrepreneur who is convinced of the marketability of the Python name. As his company spends more and more time on this product with few results, the value of the license comes into question. The teaching note includes strategies for case presentation, key concepts, solutions to the assignment questions and suggestions for the most effective ways to work this case into a course.

Settings

Size:
Mature
Other setting(s):
1995-2000

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