James Conley and Peter Bican share the floor to explain the idea of value articulation, which they describe in detail in their piece with Holger Ernst. With the framework, the management of IP rights is explained within marketing constructs such as the unique selling proposition. The a
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IP Management Framework for Value Creation
1. IP Management – Towards an Integrative Approach
James G. Conley
Kellogg School of Management,
Northwestern University, USA
j-conleya@kellogg.northwestern.edu
Peter M. Bican
WHU – Otto Beisheim School of
Management, Germany
peter.bican@whu.edu
Presented at the 2013 AoM PDW “Intellectual Property Management and Innovation Appropriation:
Towards a New Research Agenda,” Lake Buena Vista, FL
August 10, 2013
2. • Elements of Value Proposition
• Integration – Central Aspects
• The Value Articulation Framework
• The Dolby Case
• Case Summaries
• Discussion
Today’s Agenda
2