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SOCI 2012 Introduction To Social Research

tag 0 Download 5 Pages / 1,124 Words tag 05-07-2021


This research follows Pries and Guild’s make/sell/rent classification of commercialisation strategy instead of the start-up/license decision because it provides a more fundamental perspective on the effect of development (2007). This approach provides a more solid framework from which to analyse the commercialisation strategy because it cuts through the legal details and structures of the different types of licensing agreements and instead looks at the fundamental effect on who bears the risk of commercialisation (Pries and Guild, 2011). For example, in terms of effect on business it is difficult to tell the difference between a product license, technology license, restrictive licence, non-restrictive license and cross license amongst many others (Markman et al., 2008).

Under the make/sell/rent classification scheme, a license agreement in which the purchaser pays a fixed annuity regardless of the sales they receive from being able to use the license would be considered a technology sale as all the risk is borne by the purchaser. In the other extreme, a start-up organisation that’s purpose is to provide limited rights access in return for royalties would be considered a rent situation. Similarly, a build situation involves the inventive organisation bearing all of the risk. How a particular situation is classified ultimately comes down to who bears the risk. This classification does not invalidate the vast amount of literature that focuses on the startup licensing dichotomy (Colyvas et al., 2002; del Campo et al., 1999; Gregory and Sheahen, 1991; and Shane 2004b) as these results can be placed in Pries and Guild’s framework retrospectively.

Having defined and highlighted the differences between the make, sell and rent options along with the measures of performance, the technology characteristics are discussed. In order for an organisation to choose a particular route, it must be able to extract sufficient value from the investment in return for the risk taken and the level of risk must be acceptable to the organisation.

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