Creating Profit Through Alliances - business models for collaboration E-book | Page 81

John Cöhrs explains the success of the alliance: “Both
parties have been extremely open to each other
about their own interests, and therefore we could
work out the right solutions. Stepstone has other

products that compete with Raet, and in some cases
we have the same customers. Even then we can
agree on the right course of action.”

Technology licensing

technology is granted exclusively to one party only,
possibly paired with knowledge transfer and further
support, it becomes more like a real form of
collaboration. Technology licensing occurs particularly
in the pharmaceutical industry.
There are basically two settlement methods
available:




Licensing in general means to share the right to use a
brand, software program, artwork or technology that
is protected by intellectual property rights. In most
cases, payment is due according to the extent of use,
rather than as a one-off transaction.
Technology licensing, in its simplest form, is more of
a purchase-sale transaction with a variable payment
model (just as you pay for the mileage of your lease
car) than an alliance. However, as soon as the

A one-off or periodical compensation for making
the technology available, enabling unlimited
use within a specific context, for instance within
one company.
A compensation according to usage, for instance
a fixed sum for each product that incorporates
the technology. This compensation may be tied
to an absolute minimum, an absolute
maximum, may vary with the volume.

If a party provides its own technology exclusively in
return for compensation, it will want assurances that
the technology will also be marketed. This so-called
'shelf clause' is discussed further in Chapter 5.
It is also important to make arrangement for the
transfer of knowledge and further development
support. This generally pertains to the deployment of
personnel, which can be settled on the basis of
working time.

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