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[산연논총39집]2. Prologue to Brand Shift from Offline to Online (Billboard …

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작성자 경희대학교 댓글 0건 조회 700회 작성일 15-05-07 14:03

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[Prologue to Brand Shift from Offline to Online (Billboard Korea Inc. Storytelling)]
- Lee Junkwan*․Sohn Yong Seok**

 The article presents the storytelling of trademark license agreement for online version, comparing online music business between U.S. and Korea. Seizing opportunity from online chaos, explains the past and present online music business trend. From idea to actual agreement, this paper tells new form of brand extension premises warranting the necessity of the agreement, and the tenor of the entire provision of the agreement. The agreement terms and conditions include license grants, terms of payments, affectivity of the agreement. It particularly governs the licensor and licensee relationship regarding the use of trademarks.
* Graduate School, Kyung Hee University in doctor course
** Professor of the Graduate School of Business Administration, Kyung Hee University.

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