Licensing as a Component of Competitive Strategy: A Comparative Analysis and Case Study
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Release | : 2004 |
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The purpose of this study was to investigate how licensing is used as a strategic tool within the apparel industry, to understand the relationship between licensing as a strategic tool and lifestyle branding, and to understand how license reacquisition impacts the competitive strategy of firms. Using a Three Phase methodology this study explored licensing, license reacquisition, and how the two relate to competitive strategy. Phase I was the creation of a major licensing studies taxonomy, which was used to gain insight into the strategic uses of licensing within other industries. Phase II, which consisted of two components included case studies of three leading apparel firms that participate in licensing and interviews with individuals from these three firms and other apparel industry representatives. Phase II was essential in understanding licensing as a strategic tool and how licensing and reacquisition are used competitively within the apparel industry. Phase III was the creation and validation of a theoretical model which depicts the relationship between strategic licensing, lifestyle branding, and reacquisition within the apparel industry to gain a competitive advantage. This research provides a foundation for future research in an emerging area of study by establishing a framework and conceptual model relating to licensing within the apparel industry. This study examines four research objectives. Phase I was used to satisfy Research Objective One and gain an understanding of licensing and how it is used as a component of competitive strategy. Licensing creates a competitive advantage to build the overall power of the brand, and differentiate the brand owner from its competitors. Within the apparel industry licensing is used predominantly to extend the brand?s presence beyond its core, and fulfill a particular niche or white space in the market. Phase II helped satisfy Research Objective Two, which was to understand the relationship between licensing as a strat.