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| Industrial Property Rights - Assets for Joint Ventures? |
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| Licensing, franchising and joint ventures are closely related business concepts in many instances: a Coca Cola bottling company may be a fully owned subsidiary of Coca Cola Atlanta, it may be a joint venture with a local partner or it may be an independent franchisee. Technical assistance from the manufacturer, the supply of the master product, tradenames, trademarks and, eventually, patents required for marketing purposes may - from a business or practical point of view - be substantially the same for marketing through distributors and franchisees or joint ventures. |
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| In many cases, there is no visible difference for the customer regarding image, quality and supply. However, the business concepts and the resulting agreements vary to a high degree. The purpose of the Joint Venture Agreement, is to integrate the joint venture company into a brand-concept and the basic marketing structure of the brand owners. |
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