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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
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Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)


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


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.