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CGIP :
CGIP : MANAGING CONSUMER-GENERATED INTELLECTUAL PROPERTY
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- Berthon, Pierre (författare)
- Bentley Univ, McCallum Sch Business, Informat Design & Mkt Strategy, Waltham, MA 02452 USA.
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- Pitt, Leyland (författare)
- KTH,Industriell Marknadsföring och Entreprenörskap
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- Kietzmann, Jan (författare)
- Simon Fraser Univ, Beedie Sch Business, MIS & Innovat & Entrepreneurship, Vancouver, BC, Canada.
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- McCarthy, Ian P. (författare)
- Simon Fraser Univ, Beedie Sch Business, Technol & Operat Management, Vancouver, BC, Canada.
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Bentley Univ, McCallum Sch Business, Informat Design & Mkt Strategy, Waltham, MA 02452 USA Industriell Marknadsföring och Entreprenörskap (creator_code:org_t)
- 2015-08-01
- 2015
- Engelska.
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Ingår i: California Management Review. - : UNIV CALIF. - 0008-1256 .- 2162-8564. ; 57:4, s. 43-62
- Relaterad länk:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of "consumer-generated intellectual property" (CGIP). This article addresses the question: "How should firms manage the intellectual property that their customers create?" It explores how CGIP presents important dilemmas for managers and argues that consumers' "intellectual property" should not be leveraged at the expense of their "emotional property." It integrates these perspectives into a diagnostic framework and discusses eight strategies for firms to manage CGIP.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Consumer Behavior
- Intellectual Property
- Innovation Management
- New Product Management
- Competitive Advantage
- Consumers
- Product Design
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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