Risk assessment in contract signing for intellectual property trading in the entertainment and media industry
1
Issued Date
2021
Copyright Date
2021
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
viii, 66 leaves : ill.
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thematic Paper (M.B.A. (Business Modeling and Development))--Mahidol University, 2021
Suggested Citation
Weerawit Loetwatthanasakun Risk assessment in contract signing for intellectual property trading in the entertainment and media industry. Thematic Paper (M.B.A. (Business Modeling and Development))--Mahidol University, 2021. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/114143
Title
Risk assessment in contract signing for intellectual property trading in the entertainment and media industry
Author(s)
Advisor(s)
Abstract
In the content licensing business, content owners license rights to platforms and broadcasters outbound, utilizing agreements as a medium of transactions. In transactions, risk is perceived differently among contracting parties. This study provides empirical findings on how risk is perceived by licensors and licensees based on factors derived from transaction cost economics theory (TCE) and relational contract theory (RCT). The survey results indicated that licensors tend to perceive low risk from transactions if licensees have high role integrity, mutual practice, and joint problem solving, which are factors in RCT, while licensees perceive low risk from transactions if licensors propose low transaction costs, specific governance structure, and agreement structure, which are factors in TCE. In addition to the TCE and RCT factors, high risk avoidance also influences the perceived risk of transactions by licensees, but not licensors. Nevertheless, the perceived risk does not directly influence decision making of the transactions, but rather serves to expedite or prolong the decision-making process. Based on the interview data, decision making was influenced by controllability over risks and operations of the transactions and expected returns from the transactions.
Degree Name
Master of Business Administration
Degree Level
Master's degree
Degree Department
International College
Degree Discipline
Business Modeling and Development
Degree Grantor(s)
Mahidol University