In today’s world of rapid technological change, new technologies are the key to economic growth. Today, many software and products have very short life cycles and are readily replaced in the marketplace by new technology. If a company wants to survive, it needs to continually add new software and products to replace declining products.
Also, a company may want to grow and diversify by expanding its product line to take up excess manufacturing or marketing capacity, level out seasonal highs and lows, or simply add to profitability with a proven product. Companies may not have the internal skills, time, or money to develop their own new products, so obtaining a proven product quickly through licensing may be very attractive.