While offering desirable advantages, licensing agreements also limit the amount of control a licensor can exercise over a foreign production process. Engage the students in a discussion of the type of firm that would most likely be willing to allow a licensee to use its established brand name and the type of firm that would not be willing to do so. Explore the reasons for each position as well as the reasons a licensee would be willing to accept a license that did not include rights to the use of the associated brand name.