I wrote a story for MJBrand Insights about the complex maneuvers companies still need to go through to enter new state markets:
[The partnership] option requires a company to entrust a partner with its intellectual property, reputation, and other assets. While no one tracks how many companies have made these arrangements or how they typically perform, lawsuits attest to how they can go very wrong.
Brands have accused their partners of failing to make required payments, stealing their intellectual property and using it to develop competing products, and underselling their partners. For a company trying to establish itself in a new market, these issues can stain its reputation and drain its coffers.
MJBrand also asked a bunch of industry luminaries what 4/20 means to them.
