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Compact case
Subject category: Marketing
Authors: Mirna Leko-Simic (J. J. Strossmayer University of Osijek); Slaven Kovacevic (Brewery Osijek)
Published in: 2001
Length: 5 pages
Data source: Field research

Abstract

This case analyses the licensing negotiations and agreement between German and Croatian breweries. The case covers data on Brewery Osijek (Croatia), information on the Croatian beer market and competition, the history of contacts between the two breweries, major points of the license contract proposal, and Brewery Osijek research of its capabilities to fulfil the contract. The teaching objectives are: (1) to teach students about licensing as a foreign market entry mode; (2) enabling students to identify problems and seek solutions for a company trying to go international; and (3) to teach students to recognise potential advantages and disadvantages of licensing for both licenser and licensee. This case was sponsored by the Indiana University CIBER Case Collection.

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Abstract

This case analyses the licensing negotiations and agreement between German and Croatian breweries. The case covers data on Brewery Osijek (Croatia), information on the Croatian beer market and competition, the history of contacts between the two breweries, major points of the license contract proposal, and Brewery Osijek research of its capabilities to fulfil the contract. The teaching objectives are: (1) to teach students about licensing as a foreign market entry mode; (2) enabling students to identify problems and seek solutions for a company trying to go international; and (3) to teach students to recognise potential advantages and disadvantages of licensing for both licenser and licensee. This case was sponsored by the Indiana University CIBER Case Collection.

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