2004 Film Licensing Marketing 
Harvard Business Review
SEPTEMBER 8, 2016
Free fall is a crisis of obsolescence and decline that can happen at any point in a company’s life cycle, but most often it affects maturing incumbents whose business model has come under competitive attack from insurgents or is no longer viable in a changing market. By 1993 the company had $1.3 billion in revenue.
Harvard Business Review
JULY 12, 2011
Their exclusive agreement had been launched in the go-go year of 2000, but by 2004 it had landed in court. The long-standing exclusive arrangement between Xerox and Fuji Photo Film in Japan is one example; pharmaceutical licensing across markets is another. Then we learn a lot from the proceedings.
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