Intellectual Capital in Enterprise Success: Strategy Revisted Book

About the Authors     xiii
Acknowledgements     xv
Introduction     xix
The New Field of Play     1
The Rise of Intellectual Capital and the New Economy     3
The Changing Economic Landscape     3
The Need to Value a New Asset Class     5
The Shifting Asset Base and the Rise of the New Economy     9
Assets and Wealth Creation     10
Leveraging Assets     11
Manageability     12
The Significance of Intellectual Capital     19
The Theory of Intellectual Capital     21
What Is Intellectual Capital?     21
The Potential Primacy of the Brand     22
The New Finance of Intellectual Capital     24
The New Economy and the Shifting Paradigm     27
The New Role of the Law in Enterprise Strategy     35
The "Why" and "What" of Intellectual Assets     35
The Nature of the Beast     37
The Trouble with Lawyers     42
The Winds of Change     45
Some Basics about the Law of Intellectual Property     47
The Changing Rules     51
The Law in Flux     53
The Challenge of Intellectual Asset Management     53
The Value Proposition for IAM     54
There is No Case Law on IAM     55
Why Law Plays a Role in Intellectual Asset Management     56
Intangible Assets, Negative Rights, and Quasi-Property     58
The Law In Flux     59
How and Why the Law Changes     61
Changing the Law Through Legislation-Bonita Boats and the Vessel Hull Design Protection Act of 1998     62
Tangle Toys and the Need for Design Protection     65
U. S. Copyright Law and the Protection of Datum and Collections of Data     67
Unfair Competition and International News Service v. Associated Press     71
What About Trademarks and Brands     74
Current State of the Antidilution Statutes and Case Law     76
Intellectual Asset Management     81
IP Strategy-The Road Map     81
Who Manages Intellectual Assets and What Exactly Do They Do     83
IAM Is Divided Into Three Parts     84
Management in the Creation and Maintenance of Patents     87
Management in the Creation and Maintenance of Copyrights and Trademarks     90
The Concept of Lead Time     93
Leveraging Assets-Are you Fast or Slow to Innovate and to Market?     98
Contracts, Contracts, Contracts      103
Strategy Revisited     113
Intellectual Asset Strategies     115
The Strategic Positioning of Intellectual Assets     115
Intellectual Asset Strategies Themselves     120
Trademarks     120
Patents     126
Copyrights     133
Intellectual Asset Strategies as Viewed by Executive Leadership     138
Corporate Strategy during the Era of Intellectual Capital     145
What Is Strategy?     145
The Strategic Edge-Strategy and Tactics     148
Strategic Asset Management     149
Extracting Value and Showing ROI-Strategic or Tactical?     151
Strategic Drift     153
Leveraging Assets for Tactical Purposes     154
Diluting Assets to Obtain Growth     155
Weakening Competitive Advantage through the Failure to Leverage Core Competencies     156
The Strategy of Strategies     157
All Future Strategy     158
Strategy and the Future     159
The New Assets of Enterprise     159
The Strategic Challenges     160
Achieving Operational Effectiveness for the Asset Class     161
Monetizing Intellectual Assets     163
Assets for the Highest Enterprise Objectives     166
The Social Promise     167
The Ethics of Intellectual Asset Management     169
Glossary     183
Index     187