Strategic Appropriability The ability of a given player to maximise returns This is determined by both : The share of the returns a player appropriates The extent of the returns to be shared. A concern for the radius (R) and not just the radii (ø) of the cake that can be appropriated. This raises the question as to how one can use control over IP and licensing to increase returns. Licensing out may be able to help increase returns by assisting expansion into new markets.