| Author | Vachira Juprasurtporn |
| Call Number | AIT RSPR no. SM-99-94 |
| Subject(s) | Merchandise licensing--Thailand
|
| Note | A research study submitted in partial fulfillment of the requirement for the degree of
Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | As a result of the pressure from the World Trade Organization (WTO) and Governments (e.g. USA) to enforce the law concerning of counterfeiting and violation of copyright and trademark. Thailand is in a transition period. Having experienced of illegal produce and sold merchandise. It taken seriously intention for the Royal Thai Government (RTG) to enforce the law. In addition, License as one of marketing tools to use a character, trademark or other (registered) image, etc. That is a new business strategy for Thailand. The study focuses on event licensing, music licensing, toy licensing. It took Football Thai Sporting Goods Co., Ltd. Grammy Entertainment Co., Ltd. and The Walt Disney (Thailand) Co., Ltd. as a case study to analyze and expected of licensers, licensees and retailers, especially the key issues on agreement. It starts with an exhaustive review of literature and the overviews of industries. Subsequently, the marketing mix of three kinds industries. Based on the results of the analysis. Finally, recommendations are made to both licensers and licensees to change their role to approach the market successfully. Moreover, the role of government are mostly important to enforce all levels. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Tang, John C.S.;Swierczek, F.W. |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |