This paper presents a framework that helps to assimilate PropertyManagement intellectual activities with the practices and marketing strategies. With the framework, the management of intellectual property rights is explained in marketing constructs such as unique selling proposition. The article presents case studies that explore the applicability of the framework in a variety of contexts industry and company size.
by
James G. Conley,
Peter M. Ernst,
Holger Ernst
Source: California Management Review
19 pages.
Publication Date: August 1, 2013. Prod #: CMR547-PDF-ENG
Value Articulation: A framework for strategic cash management solutions IP
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