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1、GOM9,Technology Transfer Issues2,GOM9,技术转让问题2,International Licensing,Major Modes of Technology Licensing Inventor-corporation Corporation-corporation Cross-licensing Intrafirm licensing Advantages versus Disadvantages:,Extra profits on existing technologies Market entry when barriers exist Lower po
2、litical risks Components sales in high-tech industries,Loss of control and accountability The brand or company names may suffer May result in future competition from the licensee Low Royalty rate and short agreement duration,国际许可,技术许可的主要模式 发明者公司 公司公司 交叉许可 公司内许可 优点与缺点：,现有技术的额外利润 存在障碍情况下的市场准入 政治风险低 高技
3、术行业的零配件销售,缺乏控制和责任管理 可能使品牌或公司名誉受损 可能造成来自被许可者的竞争 较低的许可费和较短的协议期限,International Licensing,TECHNOLOGY SUPPLY COUNTRY,TECHNOLOGY RECEIVING NATION,C Sunk costs Research and development of this technology Time: In the past,C General administrative headquarters overheads IN running a global operation Amortiz
4、ation of costs of failed R&D efforts Time: Concurrent or perennial,T Technology transfer costs Technical, administrative, marketing, service, negotiations, legal, travel and other costs of transferring technology Time: First years of project,TECHNOLOGY TRANSFER,COMPENSATION,T Payments Dividends or r
5、oyalties or technical fees or margins on components, etc. Time: By agreement or by managerial decision,C Production, administrative and marketing costs in the nation Time: Over entire product life cycle,1,2,1,2,C Opportunity and consequential Costs of strategy chosen Time: Duration of strategy or be
6、yond,R Revenues from sale of products Associated with this technology Time: Over entire product life cycle,3,4,Schematic of International Technology Transfer Costs and Compensation in Either Licensing or Direct Investment,国际许可,技术提供国,技术接受国,C 沉没成本 该技术的研究与开发 时间: 过去,C 一般管理费 用于管理一个全球企业 失败的研发项目的分期偿还成本 时间:
7、 现在或永远,T 技术转让成本 转让技术的技术、管理、营销、服务、谈判、法律、差旅和其他成本 时间: 项目的第一年,技术转让,报酬,T 付款 年息或专利费或技术转让费或零部件利润等 . 时间: 协议签订时或管理层决定前,C 在该国的生产、管理和营销成本 时间： 整个产品周期,1,2,1,2,C 战略选择的机会成本和结果成本 时间：战略决策或以后的期间,R 从该技术相关产品的销售获得收入 时间： 整个产品周期,3,4,国际技术转让成本和许可或直接投资的 报酬示意图,Technology Price Negotiation,A. Licensees production and marketing
8、 costs B. Licensees share of economic rent C. Licensors pure economic rent D. Amortization of licensors R&D costs E. Licensors opportunity costs F. Licensors variable transfer costs,Allocation of Licensees Revenue from the Sale of the Product Using Licensed Technology,Revenue of Licensor (Royalty, F
9、ee, etc.),Economic Rent of Licensed Technology,Total Revenue from use of licensed technology,技术价格谈判,A. 被许可者的生产和营销成本 B. 被许可者经济租金份额 C. 许可者的纯经济租金 D. 许可者研发成本的分期偿还 E. 许可者的机会成本 F. 许可者的可变转让成本,被许可者通过销售使用许可技术的产品获得的收入的分配,许可者的收入 (许可费和其他 收费),许可技术的经济租金,通过使用许可技术获得的总收入,Technology Price Negotiation,技术价格谈判,Technolog
10、y Price Negotiation,技术价格谈判,Technology Price Negotiation,Buyers pricing principles: The total cost of acquiring technology should be lower than the buyers R&D cost on the technology The incremental value brought in should be larger than zero Where similar technology is offered by several sellers, the
11、 buyer should choose the one making the best offer,Pricing by the buyer Pceiling(buyer) = Min CR&D, R, Pcompetitor Pfloor(buyer) = sellers direct cost,技术价格谈判,买方的定价原则: 购买技术的总成本应低于买方对该技术的研发成本 带来的增加值应大于零 如果有几个卖方提供类似的技术，买方应选择出价最好的。,买方的定价 P上限(买方) = Min C研发, R, P竞争者 P下限(买方) = 卖方的直接成本,Technology Pricing,Li
12、censor Ceiling: Minimum of (1) Present value of licensees incremental profits from use of technology (as estimated by licensor); or (2) Present value of cost to licensee to obtain same technology elsewhere (as estimated by licensor). Floor: Present values of transfer costs and opportunity costs (as
13、estimated by licensor). Zero Price,Licensee Ceiling: Minimum of (1) Present value of incremental profits from use of technology (as estimated by licensee); or (2) Present value of payments asked by best alternative technology suppliers; or (3) Present value of licensees costs to develop similar tech
14、nology; or (4) Present value of costs of patent infringement or other illegal acquisition of the technology. Floor: Present value of licensors transfer costs (as estimated by licensee).,Bargaining Range,技术价格谈判,许可者 上限: 至少是 (1) 被许可者通过使用该技术增加的利润的现值 (按许可者的估计)；或 (2) 被许可者从别处获得同样技术的成本现值 (按许可者的估计)。 下限：转让者成本
15、和机会成本的现值 (按许可者的估计)。 零价格,被许可者 上限： 至少 是 (1) 使用该技术增加的利润现值 (按许可者的估计)； 或 (2) 最佳选择的技术供应商要求的价格现值；或 (3) 被许可者开发类似技术的成本现值；或 (4) 侵犯专利或其他非法获得该技术的成本现值。 下限： 许可者转让成本现值 (按许可者的估计)。,可讨价还价 的范围,Technology Price Negotiation,Determinants of Compensation Agreement specific Duration of the contract On the licensees use of
16、technology Grant back, etc. Environment specific Level of competition among alternative suppliers Licensee governments control Business risk,技术价格谈判,报酬的决定 协议规定 合同期限 有关被许可者对该技术的使用 回授，等。 环境规定 可选供应商竞争程度 被许可者政府控制 商务风险,Payment Schedule,Lump Sum Payment One lump sum payment: After the transfer of the engineering package and the relevant technical documents
