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Cooper (p. 23-32)

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Coulmas-Law (p.42-46)

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JOURNAL OF MANAGEMENT POLICY AND PRACTICE

Relational Governance: The Normative Element in Technology Licensing Contracts

Author(s): Ayako Huang, Scott R. Herriott

Citation: Ayako Huang, Scott R. Herriott, (2013) "Relational Governance: The Normative Element in Technology Licensing Contracts," Journal of Management Policy and Practice, Vol. 14, Iss. 4, pp. 137 - 151

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This paper investigates the role of social norms in the governance of licensing deals. In qualitative

research using twenty-five executive interviews, we focus on behaviors that precede the amendment of

licensing contracts. The paper examines what non-contractual behaviors are, how they relate to social

norms, and what purposes social norms serve to facilitate particular exchanges. We then consider how

these norms may be validated through social contexts. Evidence from this research demonstrates that

behavior under licensing contracts relies to an important extent on social norms.