Value articulation: Aframework for the strategic management of intellectual property

James G. Conley, Peter M. Bican, Holger Ernst

Research output: Contribution to journalArticlepeer-review

26 Scopus citations

Abstract

This article introduces a framework that helps to assimilate intellectual property management activities with the practices of marketing and strategy. With the framework, the management of IP rights is explained within marketing constructs such as the unique selling proposition. The article presents case studies that explore the applicability of the framework in a diversity of industry contexts and firm sizes.

Original languageEnglish (US)
Pages (from-to)102-120
Number of pages19
JournalCalifornia Management Review
Volume55
Issue number4
DOIs
StatePublished - Jun 1 2013

Keywords

  • Brand equity
  • Case method
  • Intellectual property
  • Licensing
  • Marketing
  • Multiple industries
  • Patents
  • Product life cycle
  • Strategic management
  • Value transference

ASJC Scopus subject areas

  • Strategy and Management

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