Intellectual Asset Management
The chapter deals with the key role in media and digital organizations played by companies: how they create, protect, and manage intellectual assets. Different assets are discussed: trade secrets, contract-created rights, patents, trademarks, and copyrights. We learn how to get a patent, the frontiers of patents, and how to deal with patent infringements. For copyrights, issues covered are what can be copyrighted, international copyright protections, and “fair use.” The next section deals with the commercialization of intellectual assets: how to value intellectual assets and how to license them. The final section deals with the challenges of piracy; and the various protection strategies of law, technology, and business responses. Reform proposals and new approaches such as open-source are discussed. Throughout the chapter, the case discussion tracks General Electric’s intellectual assets, and how much of General Electric’s value and profits are based on them.