The global licensing market was estimated to be worth $200 billion in 2011 (Alvarez and L opez, 2015) and licensing royalty payments grew at a rate of almost 10% between 1990 and 2003 (Athreye and Cantwell, 2007). At the same time, however, numerous patents remain unlicensed (Gambardella et al., 2007) and many firms have difficulty finding licensing partners (Zuniga and Guellec, 2008; Kani and Motohashi, 2012). Reconciliation of this puzzle is central to the call to better understand why firms choose each other for a licensing agreement (Kim and Vonortas, 2006a; Arora and Gambardella, 2010a). To address this research opportunity, we examine the impact of eight licensor characteristics and four patent characteristics on the ability of a patent owner to be identified and selected by a buyer. In varying and overlapping ways, the firm-level determinants reflect the search and learning capabilities of the licensor, as well as its visibility and attractiveness. The patent-level determinants control for differences in patent quality. Three of the firm-level determinants (licensor prestige, licensor technological depth, and licensor technology breadth) are new to the licensing research literature and allow us to examine how the licensor characteristics act as signals that help licensees to identify , evaluate, and choose a licensor and its patent over licensors with similar patents. While the other determinants have been examined in previous studies, we confirm or refute previous findings using a more sophisticated empirical method of identifying alternate patents.