As an entry strategy, licensing requires:
A) capital investment.
B) marketing strength in foreign markets.
C) a company to have less control over a licensee than over its own exporting or manufacturing abroad.
D) all of the answer choices.
E) both marketing strength in foreign markets and a company to have less control over a licensee than over its own exporting or manufacturing abroad.
Question 2
Which of the following modes of international market entry provides for greater potential returns and a greater degree of control over operations?
A) licensing
B) wholly-owned subsidiaries
C) contract manufacturing
D) exporting
E) franchising
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Marketing Management (13th Edition)