MAN B&W Diesel (MBD), a subsidiary of the MAN AG, had turned into very triumphant by having its large two-stroke diesel engines made under licence in Asia. The success had led it to a position as world leader in boat engines, with worldwide market shares oscillating around 70 to 80 per cent. The relationship connecting MBD and the licensees was defined by both parties leveraging the competences of each other.
MAN B&W Diesel A S – Managing Licensees in a Globalized World Case Study Solution
Likewise, the licensees leveraged the access to the design specifications of the engines along with expert knowledge and service offerings from MBD. Despite MBD's success with the licence business model during the last years, recent developments had sparked some issues of the model's long-term sustainability and feasibility. Therefore, the chief challenge facing MBD was how to future-proof and maybe adjust its business model without jeopardizing the licensee relationships that are productive and money-making to secure more control of essential knowledge and the licensees.
PUBLICATION DATE: July 20, 2009 PRODUCT #: 909M30-PDF-ENG
This is just an excerpt. This case is about GLOBAL BUSINESS
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