THE INTERNATIONAL LICENSING OF BRANDED FOOD PRODUCTS: A GAME‐THEORETIC ANALYSIS
用非合作博弈论模型分析食品制造企业为何向海外企业许可其品牌产品，揭示许可策略的动机和可能结果。
The purpose of this paper is to analyse the strategic motivation for food manufacturing firms to license their branded products to overseas firms. Using non‐cooperative game theory, product licensing is modelled in the context of a simple market‐entry game where licensing enters explicitly as a strategy that can be utilised by both a potential licensor and licensee. On the basis of this framework, possible licensing outcomes are derived that describe different motivations for food product licensing.