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Chapter
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1
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Introduction
to Managing Intellectual Property
What is intellectual property (IP) and why is it important?
This chapter provides an overview of the key issues, explains
the growing significance of effective management of IP, and
includes: the link with intellectual capital; and challenges
in managing IP.
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2
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What
Managing Intellectual Property Is
Is managing IP simply filing patent applications or is there
something else? This chapter explains all five core types
of intellectual property rights and details the three key
components of managing IP: recording; analyzing; exploiting.
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3
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Evolution
of Intellectual Property
How did intellectual property develop? What have been the
key changes? What are the current issues? Chapter 3 explores
the evolution of the topic from the fifteenth century to today,
and covers: the growth of patenting in the eighteenth and
nineteenth centuries; key twentieth-century developments;
copyright's increasingly significant role; the trademark's
emergence as a distinguishing component of IP; design rights
growth in the UK; and current issues for managing IP.
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4
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The
E-Dimension
What effect has the Internet had on managing intellectual
property? Who have been the winners and the losers? This chapter
reviews the impacts and focuses on three core issues with
a major case study of Napster: bypassing IP; defending existing
IP; and creating new IP.
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5
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The
Global Dimension
What are the impacts of globalization on managing and exploiting
IP? Chapter 5 addresses some of the issues and provides insights
into some of the implications including: the new global frameworks
that provide enhanced protection; medicines for the developing
world; bio-colonialism; and controlling access to markets.
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6
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State
of the Art
What is state of the art in managing IP right now? Chapter
6 looks beyond basic capabilities to new issues in highlighting
the key emerging themes: new types of patents; new types of
companies; and new strategies.
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7
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In
Practice
How are leading companies exploiting IP? Chapter 7 answers
this by using six different examples of the approaches being
adopted by some of the leaders. How IBM generated over $1bn
of revenue from its patent database using cross licensing.
How Jerome Lemelson and the Lemelson Foundation have generated
IP revenue. How Kodak failed to break Polaroid's patent wall.
How the merchandising rights of the Teletubbies have been
exploited. How Qualcomm has used its patents to underpin the
3G wireless world. How Ericsson has driven the spread of Bluetooth
technology through shared IP. Why Texas Instruments paid $400mn
for a company with sales of $13mn.
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8
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Key
Concepts and Thinkers
Who are the key people and what have they contributed to the
world of managing intellectual property? This chapter identifies
the major contributors in three core areas: managing intellectual
property; intellectual capital; and new perspectives.
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9
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Resources
So where can you go for help? Who are useful sources of knowledge
and insight? Chapter 9 identifies organizations and publications
in three areas: patent offices and IP associations; advisory
organizations; and international publications.
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10
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Ten
Steps for Managing Intellectual Property Successfully
How do you actually improve your ability to manage intellectual
property? This final chapter outlines the key aspects that
you need to focus on: put IP in context; assess your current
IP position; determine what position you want; define your
approach for building IP; find new sources of IP; build your
IP portfolio; create value from your portfolio; build organizational
capabilities; measure performance; and ensure that reviews
happen.
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