In today’s knowledge-driven economy, intangible assets like knowledge and information become essential determinants of profitability in technology-intensive enterprises and success of business.
Intellectual Property (IP) can be identified and evaluated in terms of market value. Moreover, it can be a major factor to be considered by potential partners ,separate from products or services. IP can be seen as an important marketers’ tool to maintain, expand market share and create new market. Literature dealing with marketing in the past hasn’t really dealt with IP.
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