個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Value Articulation: A Framework for the Strategic Management of Intellectual Property
內容大綱
This article introduces a framework that helps to assimilate intellectual propertymanagement 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.