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Intellectual Property and the Marketing of Ideas

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Proceedings of the 1997 World Marketing Congress

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Abstract

A rapid increase in resources that are allocated to research and development (R&D) in competitive industries, draws attention to an expanding market for Intellectual Property (IP). The faster introduction of new products and services and subsequently the higher development costs, increase the market value of technological innovations. The knowledge base of the enterprise has become a strategic asset which may determine the profitability of the company. The ability to transform research into marketable products and services represent can be an essential factor to determine the future revenue potentials of an enterprise. IP is a commodity in its own right and commands a market price. A clearer notion of the way Intellectual Property can be marketed may improve the economic outcome of investments in R&D.

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Author information

Authors and Affiliations

  1. Gothenburg School of Economics, Gothenburg University, Darul Ehsan, Malaysia

    Erik A. Borg

Authors
  1. Erik A. Borg
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Editor information

Editors and Affiliations

  1. Universiti Putra Malasia, Darul Ehsan, Malaysia

    Samsinar MD Sidin

  2. University of Deleware, Newark, Delaware, USA

    Ajay K. Manrai

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© 2015 Academy of Marketing Science

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Borg, E.A. (2015). Intellectual Property and the Marketing of Ideas. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_88

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