Technology Marketing arrangements vary greatly in configuration, depending upon the allocation of responsibilities and the level of technology control. Arrangements maximizing developer control focus on retaining agents whose role is limited to direct sales, software demonstration and submission of technology contracts to the customer on behalf of the developer. Arrangements empowering the agent include Reseller Agreements in which the contracting representative has access to the technology along with modification and repackaging rights, and, possibly, the right to integrate the technology with its own products. Traditional agency, marketing and distribution arrangements allocate the technology rights of the parties within these variables to achieve implementation of the target marketing objective.
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