Tập trung xây dựng hệ thống làm việc, cơ sở dữ liệu, công cụ, và thực hành (ví dụ, công nghệ lập bản đồ và định giá) tăng cường năng lực đánh giá khả năng cạnh tranh của doanh nghiệp và do đó hiệu suất cạnh tranh Chiến lược IC dẫn và thông báo | 240 MEDIA WORK FILM VIDEO DVD THEATRICAL BOOKS MAGAZINES THEME PARKS SEQUELS Beauty and the Beast X X X X X The Lion King X X X X X 101 Dalmatians X X X X Mickey Mouse X X X X X Arial X X X X X EXHIBIT Sample Copyrighted Works Portfolio Disney IMPLEMENTING IPM UNDER THE CICM MODEL 241 STRATEGY PURPOSE FOCUS STAGE OF MATURITY OF BUSINESS Design Around Block growth plans of the competition. Enhance bargaining power in licensing Competitorbased Growth businesses Build a fortress Secure a competitive position. Weaken competition s ability to threaten competitive position Market-based Embryonic and growth businesses Mapping Create new competitive grounds Organizationbased to determine capabilities. Market-based to determine future trends Mature businesses to develop new areas EXHIBIT The Use of Competitive IP Strategies Assessing the business or legal life cycles of the primary IP assets in question Introducing the strong secondary form of IP as supporting IP a few years before the end of the expected life cycle or to revive an old brand in the case of trademarks Marrying the two forms of IP in advertising and marketing Using this strategy to transfer value of patents to trademarks brands near the end of the patent legal term or business life cycle transferring value from technological superiority to brand equity Long-term Short-term Increasing level of resources needed EXHIBIT Required Investment and Expected Return for IP Competitive Strategies 242 STEP-BY-STEP GUIDE TO THE CICM MODEL Using this strategy to revitalize a brand and hence preserve brand equity by transferring value from the right of publicity of a celebrity to brand equity through celebrity endorsements Using it with copyrighted works to transfer value from the original copyright to new derivative copyrights based on new versions of the work to dress the old work with features that respond to new market trends Process 3 Choosing Commercialization IP Strategies As explained in Chapter 8 .
