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MARKETING

Water Buddies

Water-purifying company licenses technology but maintains name to develop market identity.
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Purewater Sciences International Inc. raised $850,000 in a public offering for development of its home water purifier but still couldn't afford to introduce it. So the company licensed the technology to $350-million appliance manufacturer Regal Ware Inc. -- and insisted that the product carry both company names. Unlike most start-up licensors, Purewater now has the oppportunity to develop its own market identity.

-- Leslie Brokaw




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