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Buku Real Estate & Properti:
Rembrandts in the Attic: Unlocking the Hidden Value of Patents
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Manufacturer: Harvard Business School Press
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In a world where intellectual property (IP) lies at the center of the modern company's economic success or failure, Rivette and Kline suggest that IP management must become a core competence of the enterprise. Such an approach will require a radical break from the way corporate America has historically treated intellectual property. For most of this century, patents were not seen as profit-generating assets, but rather as cost centers of dubious value. Accordingly, intellectual property issues have usually been handled as a legal function, separate from business strategy. But now CEOs and other senior executives need to become knowledgeable about IP. They will have to think about intellectual property as a major lever of value creation for their companies.
Rembrandts in the Attic shows how to utilize intellectual property as both a corporate asset and a strategic business tool to enhance the commercial success of the enterprise. Rivette and Kline present case studies of companies, such as IBM, Avery Dennison, Xerox, Lucent, Gillette, Dell, Texas Instruments, and Hitachi, which have deployed their patents as competitive weapons to capture and defend market share, outflank and out-market rivals, increase R & D effectiveness, and achieve greater results in mergers and acquisitions and joint venture activities.
The book offers tools and techniques to help companies utilize their intellectual property. The authors also devote a chapter to the so-called Internet Patent Wars-the controversy surrounding recent Patent and Trademark Office decisions to grant patents for business models, particularly in the e-commerce arena--and the rise of the Open Source Code movement and the challenges and opportunities presented by alternative IP practices.
PRODUCT DESCRIPTIONS:
Binding: Hardcover
Dewey Decimal Number: 608.773
EAN: 9780875848990
ISBN: 0875848990
Label: Harvard Business School Press
Manufacturer: Harvard Business School Press
Number Of Items: 1
Number Of Pages: 221
Publication Date: 1999-11
Publisher: Harvard Business School Press
Studio: Harvard Business School Press
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CUSTOMER REVIEWS:
Forced to read in a 2008!!! MBA Class -
It's the end of 2008 and this is the second "old" book assigned for reading in an MBA class. The other one had "Future" in the title and was also written in 2000/2001 time frame. My choice of institutions is now in question given their assigned reading.
This book seemed like an Ad for the author's consulting. It was inspiring in one sense. If I ever write a book, I will be sure to have a good writer co-author it so that my reader doesn't suffer through bad writing.
As a small business person, I was given no insight into how to start performing the prescribed techniques other than to contact my local patent attorney or the author.
Maybe this would have been interesting to me in 2000. But the technology he mentioned has changed substantially since the writing. I used to work in Legal IT in an IP company and vendors of IP software would fly out at a moment's notice if you so much as showed interest in their product. So I've seen newer versions of most of the software he is describing.
Unless you work for a corporate giant in the executive suites or have deep pockets, this book is about as interesting as how to drill for diamonds, another sport I'll never pursue.
One saving grace about the class is I was also assigned to read the book The Wisdom of Crowds, which was delightful, useful, well-written, and intriguing.
My instructor must get a cut of this book's sales.
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Must Reading for Entrepreneurs, Inventors, and Managers -
Spellbinding. I laughed. I wept. How could Xerox PARC miss a $500,000,000 patent opportunity in the graphical user interface? Easy, they didn't recognize that someone else might have a use for something they had no use for. Yes, I laughed and I cried.
A book on why you should have an IP strategy -
This well written book will convince you that an IP strategy is important. If you have some "entry-level" understanding of the strategic concepts related to IP, this book will be of little help. The concepts presented are of interest but they are presented from a superficial perspective. For instance, the concept of IP map is interesting and is accessible from one of the author's consulting firm...
Rembrandts and Understanding the New Economy -
I would like to put Rembrandts into the context in which it was created. Rembrandts was conceived and co-authored by my friend and business partner of the past 15 years, Kevin Rivette. We co-founded Aurigin Systems,Inc., formerly SmartPatents, Inc., in 1992 to make it easier for people working with patents to do their work. From this beginning Aurigin and, particularly, Rembrandts, have helped transform the way intellectual property(IP) is viewed in the business community. Historically, IP was viewed strictly as a legal right, but Rembrandts shows why, in a knowledge-based economy, IP rights are one of the most fundamental business assets, that often determines the success or failure of an enterprise. Understanding the fundamental importance of IP and why it needs to be strategically managed are the underpinnings of Rembrandts. Using the book as a guide post and Aurigin's innovation asset management solutions, allows companies to: 1) understand the IP rights they own; 2) visualize how those rights fit into the competitive landscape with others' IP; 3) help determine where to place their future R&D efforts; and 4)help decide how to strategically leverage their IP rights to help determine their new business directions, increase return on investment and, ultimately, increase shareholder value. The purpose of Rembrandts was not to set forth a cookbook of how to manage IP. Rather, the book was intended to help CEOs and other business, accounting and legal professionals understand the fundamental function and purpose of IP as a highly protectable and leverageable business asset in today's economy, whether in an old-economy or a new-economy company. I believe the book very successfully achieves that purpose in a highly engaging and easy-to-read style, with many real world examples and interviews.
Rembrandts will stand the test of time and, in hindsight, it will become a business school primer on the strategic business function of IP, as well as identifying IP as one of the critical elements in the shaping of the new global economy. I highly commend Rembrandts to any business executive, entrepreneur, accountant, economist, government official, lawyer, business consultant, business school professor or student of the business world trying to understand and operate in the new knowledge-based, global economy.
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Patents as a form of token -
A fine book written by good story tellers. It described how patents can be used as an asset, or even as a kind of currency, an exchange token, but it lacks depth.
I am interested in Apple's failure to manage its IP. While Xerox was forced to license their photocopy technologies, Apple was doomed because they failed to license their Macintosh user interface to other developers. They have always been a hardware company. They sell underpowered and overpriced plastic cases with miserable circuits. They could have license the look-and-feel to all system builders, and let the Macintosh UI become a _de facto_ standard, but they haven't. While they were making easy money, Microsoft's Windows dominates the market, few people ever know how fun it could be to use a well-designed interface. Nobody follows Macintosh interface today.
And now they have to abandon their original look-and-feel to be more Windows-like (from OS 8). And finally they have to migrate to a mixture of Windows and NeXT when OS X finally ships in the future (hopefully). It is absolutely a bad move not to let others share your IP, but this book did not talk about it.
As IP becomes more valuable, many may improperly follow other people's advise to closely guard their IP. As suggested in this book, IP can worth a lot. A dead company can make huge profit from selling their patents. However, if badly managed, your IP can be your worst burden.
This book really worths the money. But if it's worthy of your time, that's up to you to judge.
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