{"product_id":"from-assets-to-profits-isbn-9780470225387","title":"From Assets to Profits","description":"Edited by IP communications expert Bruce Berman, and with contributions from the top names in IP management, investment and consulting, \u003ci\u003eFrom Assets to Profits: Competing for IP Value and Return\u003c\/i\u003e provides a real-world look at patents, copyrights, and trademarks, how intellectual property assets work and the subtle and not-so-subtle ways in which they are used for competitive advantage. Authoritative and insightful, \u003ci\u003eFrom Assets to Profits\u003c\/i\u003e reveals the most relevant ways to generate return on innovation, with advice and essential guidance from battle tested IP pros. \u003cp\u003eAbout the Editor xix\u003c\/p\u003e \u003cp\u003eIntroduction xxi\u003c\/p\u003e \u003cp\u003ePart one IP Business Models 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Out of Alignment —Getting IP and Business Strategies Back in Sync 3\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Dan McCurdy\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 3\u003c\/p\u003e \u003cp\u003eThe CEO’s Dilema 4\u003c\/p\u003e \u003cp\u003eThe Emergence of Patent Trolls and Their Impact on IP Licensing 7\u003c\/p\u003e \u003cp\u003eIn A Changing IP and Business Environment, What is the Correct IP Strategy? 8\u003c\/p\u003e \u003cp\u003eThe Need to Tie Intellectual Property Strategy to Overall Business Strategy 10\u003c\/p\u003e \u003cp\u003eUsing the Company’s Intellectual Property to Improve Business Performance 13\u003c\/p\u003e \u003cp\u003eNot Magic —Just Hard Work 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Evolution of the Technology Firm: IP Rights and the Business of Licensing 19\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Bryan P. Lord\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 19\u003c\/p\u003e \u003cp\u003eIntroduction 20\u003c\/p\u003e \u003cp\u003eThe Past: The Integrated Industrial Economy 21\u003c\/p\u003e \u003cp\u003eThe Present: The Disaggregated Modern Economy 24\u003c\/p\u003e \u003cp\u003eThe Future? The Interrelated “Open” Economy 36\u003c\/p\u003e \u003cp\u003eConclusion 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Reengineering the IP Ecosystem 45\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Kevin Rivette\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 45\u003c\/p\u003e \u003cp\u003eStrategy Before Tactics 46\u003c\/p\u003e \u003cp\u003eEcosystem Reengineering—What Is It? 47\u003c\/p\u003e \u003cp\u003eProfit Pool Positioning: “Show Me the Money” 47\u003c\/p\u003e \u003cp\u003eAdvantaged Networks: “Whom Do I Want to Play With?” 50\u003c\/p\u003e \u003cp\u003eCollaborative Innovation: “How to Avoid Looking Over Your R\u0026amp;D Shoulder” 54\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 IP Investing: Catalyst for Return or Recipe for Pain? 57\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Bruce Berman\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 57\u003c\/p\u003e \u003cp\u003eAgreeing to Disagree 58\u003c\/p\u003e \u003cp\u003eIP Comes in Many Shapes and Sizes, So Does IP Value 61\u003c\/p\u003e \u003cp\u003eFewer than 5% of Patents Are Assets 63\u003c\/p\u003e \u003cp\u003eDiverse Patent Holder Motives and Expectations 68\u003c\/p\u003e \u003cp\u003eIP in Context: Toward a Broader Interpretation of ROIP 72\u003c\/p\u003e \u003cp\u003eThe CEO Challenge: Recognizing and Maximizing IP Assets 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Making Sense of Recent Trends, Court Decisions, and Attempts at Patent Reform 81\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Irving Rappaport\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 81\u003c\/p\u003e \u003cp\u003eToo Much Litigation, Too Many Big Awards 82\u003c\/p\u003e \u003cp\u003ePatent Competition 82\u003c\/p\u003e \u003cp\u003eMyths Fostered by Those Claiming the Patent System Must Change 85\u003c\/p\u003e \u003cp\u003eEmerging New IP-Based Business Models 86\u003c\/p\u003e \u003cp\u003eRecent Supreme Court Decisions’ Impact on Business 93\u003c\/p\u003e \u003cp\u003ePatent Reform Legislation 93\u003c\/p\u003e \u003cp\u003eConclusions 98\u003c\/p\u003e \u003cp\u003ePart two IP Performance 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Patent Valuation Contexts: Navigating Murky Waters 105\u003c\/b\u003e\u003cbr\u003e \u003ci\u003eBy James D. Woods\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 105\u003c\/p\u003e \u003cp\u003eSounding the Shoals, Plumbing the Depths 106\u003c\/p\u003e \u003cp\u003eValuation Techniques 108\u003c\/p\u003e \u003cp\u003eSources of Value 113\u003c\/p\u003e \u003cp\u003ePractical Application 121\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Measuring and Conveying IP Value in the Global Enterprise 125\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Joe Beyers\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 125\u003c\/p\u003e \u003cp\u003eIntroduction 126\u003c\/p\u003e \u003cp\u003eStrategic Intent of IP—A Changing Role 127\u003c\/p\u003e \u003cp\u003eStructuring for Success—It Sounds Good but How Do You Get Everyone on Board? 129\u003c\/p\u003e \u003cp\u003eLeveraging IP for Increased Value—but What Kind of Value? 130\u003c\/p\u003e \u003cp\u003eIP Cash\/Value—Who Gets the Benefit? 132\u003c\/p\u003e \u003cp\u003eRevenue Recognition—So You Get the Cash, but Can You Count It? 132\u003c\/p\u003e \u003cp\u003eSpecific Business Models—What Are Reasonable Financial Goals? 135\u003c\/p\u003e \u003cp\u003eTradeoffs—Setting the Goals and Measures of Success 137\u003c\/p\u003e \u003cp\u003eSummary 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Strategic Patents and Return On Investment 141\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Willy Shih\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 141\u003c\/p\u003e \u003cp\u003eWith Patents, Cash is Not Necessarily King 142\u003c\/p\u003e \u003cp\u003eValuing a Patent versus Valuing a Technology 142\u003c\/p\u003e \u003cp\u003eStrategic Use of Patent Portfolios 149\u003c\/p\u003e \u003cp\u003eIs R\u0026amp;D Solely for the Purpose of Generating Patents a Sustainable Business Model? 151\u003c\/p\u003e \u003cp\u003eThinking Strategically about Patents 152\u003c\/p\u003e \u003cp\u003eHow Does a Firm Know if Its Patent Strategy Is Successful? 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Patent Litigation: The Changing Economics of Risk \u0026amp; Return 161\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Ronald J. Schutz\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 161\u003c\/p\u003e \u003cp\u003eThe Only Constant is Change 162\u003c\/p\u003e \u003cp\u003eThe Rules of the Game Have Changed 163\u003c\/p\u003e \u003cp\u003eThe Rules May Change More 164\u003c\/p\u003e \u003cp\u003eRisk\/Reward Analysis 165\u003c\/p\u003e \u003cp\u003ePatent Litigation Is More Expensive 165\u003c\/p\u003e \u003cp\u003eRisk\/Reward from The Patent Owner’s Perspective 166\u003c\/p\u003e \u003cp\u003eRisk\/Reward Analysis from The Alleged Infringer’s Perspective 169\u003c\/p\u003e \u003cp\u003eOther Factors that All Parties Need to Consider 170\u003c\/p\u003e \u003cp\u003eA Report from The Trenches 171\u003c\/p\u003e \u003cp\u003eConclusion 173\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Making Reputation Pay: Intellectual Assets’ Impact on Shareholder Value 175\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Jonathan Low\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 175\u003c\/p\u003e \u003cp\u003eThe Reemergence of Reputation 176\u003c\/p\u003e \u003cp\u003eIntellectual Property as a Global Differentiator 179\u003c\/p\u003e \u003cp\u003eIntangibly Denominated Objectives 180\u003c\/p\u003e \u003cp\u003eRefining Techniques for Quantifying Reputation 181\u003c\/p\u003e \u003cp\u003eKeeping Brand Promises 183\u003c\/p\u003e \u003cp\u003eNew Measurement Rigor 184\u003c\/p\u003e \u003cp\u003eMaking Informed Decisions 188\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart three IP Transactions 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 IP Asset Sales, Still A Work in Progress 193\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy James E. Malackowski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 193\u003c\/p\u003e \u003cp\u003eFrom Technology Transfer to Title Transfer 194\u003c\/p\u003e \u003cp\u003eA Tradition of Patent Licensing 196\u003c\/p\u003e \u003cp\u003eEmergence of New IP Marketplaces 197\u003c\/p\u003e \u003cp\u003eIP Assets: Tomorrow’s Currency 203\u003c\/p\u003e \u003cp\u003eConclusion 211\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 The Evolving Role of IP in M\u0026amp;A: From Deal-Breaker to Deal-Maker 215\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Ron Laurie\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 215\u003c\/p\u003e \u003cp\u003eNot Just a Bundle of Rights 216\u003c\/p\u003e \u003cp\u003eFirst Generation M\u0026amp;A Mindset: IP as a Deal-Breaker 217\u003c\/p\u003e \u003cp\u003eSecond Generation M\u0026amp;A Mindset—Seeing IP as a Deal Driver 221\u003c\/p\u003e \u003cp\u003eRemaining Impediments to Fully integrating IP Value Analysis into M\u0026amp;A Transactions—And Possible Solutions 223\u003c\/p\u003e \u003cp\u003eThe Role of the CIPO in Early-Stage M\u0026amp;A Activity 226\u003c\/p\u003e \u003cp\u003eThe Role of the IP Investment Banker in Extracting Maximum Value from Transactions 227\u003c\/p\u003e \u003cp\u003eConclusion 231\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Patents-as-Hedge: Wall Street’s Emerging Monetization Model 233\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy John A. Squires\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 233\u003c\/p\u003e \u003cp\u003eValuing Risk Management 234\u003c\/p\u003e \u003cp\u003eAttributes of Patents Wall Street Seeks to Procure 238\u003c\/p\u003e \u003cp\u003eInnovation for Consortia and Joint Ventures in Market Structures 244\u003c\/p\u003e \u003cp\u003eRole of Patents in Market Structure Joint Ventures 249\u003c\/p\u003e \u003cp\u003ePatent Valuation and Implications for Use of Patents Moving Forward 250\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Financing IP Assets—What Lenders and Investors are Missing 255\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Keith Bergelt\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 255\u003c\/p\u003e \u003cp\u003eFinancial Capital Available to IP Holders 256\u003c\/p\u003e \u003cp\u003ePutting the Subprime Credit Crisis into an 257\u003c\/p\u003e \u003cp\u003eIP Perspective\u003c\/p\u003e \u003cp\u003eIP Finance 261\u003c\/p\u003e \u003cp\u003eIP Finance Landscape 266\u003c\/p\u003e \u003cp\u003eConclusion 271\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Assets, Property and Capital in a Globalized Intellectual Value Chain 275\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eBy Ulf Petrusson and Bowman J. Heiden\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePerspective 275\u003c\/p\u003e \u003cp\u003e(Re)defining Intellectual Assets, Property, and Capital 276\u003c\/p\u003e \u003cp\u003eThe Transformation of Industry to Knowledge- Based Business 280\u003c\/p\u003e \u003cp\u003eKnowledge-Based Business Models 283\u003c\/p\u003e \u003cp\u003eThe Road Ahead 290\u003c\/p\u003e \u003cp\u003eIndex 293\u003c\/p\u003e  \"\u003ci\u003eFrom Assets to Profits\u003c\/i\u003e is the latest offering from the fertile and enthusiastic brain of Bruce Berman…Bruce--who has both edited and contributed to this volume--need little introduction or explanation in his field of expertise.\" (\u003ci\u003eIpfinance.blogspot\u003c\/i\u003e, February 9th, 2009)  \u003cp\u003e\"…the book provides a detailed look at how IP assets work and what professionals need to know about them to succeed in today's competitive business environment.\" (\u003ci\u003eipreview.com\u003c\/i\u003e, 2008)\u003c\/p\u003e \u003cp\u003e\"This book looks at how intellectual property assets work, what professionals need to know about them-and how recent developments are forcing businesses to re-examine their approach to innovation and performance.\" (\u003ci\u003eInventique\u003c\/i\u003e, December 2008)\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBruce Berman (New York NY)\u003c\/b\u003e is CEO of Brody Berman Associates in New York, a communications and management consulting firm focusing on innovative companies, assets and investors. Mr. Berman works closely with IP-rich companies, consultants and lawyers, as well as private equity firms and their clients to enhance patent value and facilitate transactions. In addition to this book, Berman is responsible for \u003ci\u003eMaking Innovation Pay: People Who Turn IP Into Shareholder Value\u003c\/i\u003e (Wiley 2005). He also edited and contributed to \u003ci\u003eFrom Ideas to Assets: Investing Wisely in Intellectual Property\u003c\/i\u003e (Wiley 2002), a widely acclaimed book about the business of IP. His articles, reviews and chapters have appeared in many periodicals, including \u003ci\u003eNature Biotechnology, The National Law Journal\u003c\/i\u003e and \u003ci\u003eThe Book of Investing Rules\u003c\/i\u003e (Financial Times Prentice Hall, 2003), which The Motley Fool called one of ten all-time best investment books.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eFrom Assets to Profits Competing for IP Value \u0026amp; Return\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInnovation is a fight for survival. When it comes to cashing in on new ideas, the right business model can make the difference between success and failure. Today's well-equipped managers and investors must learn how and when intellectual property rights like patents and trade secrets become business assets, and which strategies provide the best return on them.\u003c\/p\u003e \u003cp\u003eEdited by IP communications expert Bruce Berman, and with contributions from the top names in IP management, investment, and consulting, \u003ci\u003eFrom Assets to Profits: Competing for IP Value \u0026amp; Return\u003c\/i\u003e provides a real-world look at how intellectual property assets work and the subtle and not-so-subtle ways in which they are used for competitive advantage.\u003c\/p\u003e \u003cp\u003eBruce Berman's acclaimed \u003ci\u003eFrom Ideas to Assets: Investing Wisely in Intellectual Property\u003c\/i\u003e introduced IP as a business asset; his follow-up book, \u003ci\u003eMaking Innovation Pay: People Who Turn IP into Shareholder Value\u003c\/i\u003e, looked at patent licensing as a strategy for business owners large and small. Now, \u003ci\u003eFrom Assets to Profits: Competing for IP Value \u0026amp; Return\u003c\/i\u003e reveals how a deeper awareness of intellectual assets is forcing many businesses to rethink their approach to capturing innovation and generating profit. Visionary and focused, this important book demonstrates how you can identify valuable intellectual assets and discover the most effective business models for them—especially those that are appropriate for particular IP holders.\u003c\/p\u003e \u003cp\u003eNot all IP rights are assets, but identifying which ones are—and then appropriately monetizing them—is a challenge, whether you are an IP manager, senior executive, investor, entrepreneur or a so-called patent \"troll.\" Authoritative and insightful, \u003ci\u003eFrom Assets to Profits\u003c\/i\u003e reveals the most relevant ways to generate return on innovation, with advice and essential guidance from battle-tested IP pros.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003ci\u003ePraise for\u003c\/i\u003e FROM ASSETS TO PROFITS COMPETING FOR IP VALUE \u0026amp; RETURN\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"A timely collection of insights from a cast of leading experts whose experience spans the entire IP ecosystem. Mr. Berman's examination of IP assets and business models—and their myriad dynamics and dependencies—provides a compass that leads readers through a changing landscape.\"\u003cbr\u003e—\u003cb\u003eDamon C. Matteo, Vice President \u0026amp; Chief Intellectual Property Officer, Palo Alto Research Center, a subsidiary of Xerox Corporation\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"What is most impressive about Bruce Berman's new book is that it provides a holistic approach to IP management. For most patent holders, IP needs to serve the business, not be it. As many of the contributors to \u003ci\u003eFrom Assets to Profits\u003c\/i\u003e point out, considerations such as relationships, alliances, and competitive advantage provide most companies greater ROI than the siren song associated with patent royalties. \u003ci\u003eFrom Assets to Profits\u003c\/i\u003e is a welcome addition to the best thinking about managing intellectual assets.\"\u003cbr\u003e—\u003cb\u003eMarshall Phelps, Corporate Vice President for IP Policy \u0026amp; Strategy, Microsoft\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e\"From Assets to Profits\u003c\/i\u003e provides a road map for helping IP holders move from an exclusionary strategy to a more inclusive one for creating meaningful profits. Bruce Berman's valuable book helps readers step seamlessly into the shoes of an IP chieftain, investor, broker, open-network innovator, litigator, and economist.\"\u003cbr\u003e—\u003cb\u003eBill Coughlin, President \u0026amp; CEO, Ford Global Technologies, LLC\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"When it comes to articulating the value and importance of intellectual property, no one does it better than Bruce Berman. In his fourth book, \u003ci\u003eFrom Assets to Profits\u003c\/i\u003e, Berman continues this quest, demonstrating how to profit from IP with concrete examples and insights from the industry's foremost experts. Like his previous books, this is a must-read for all business and finance executives. Berman's books are as conceptually brilliant and as innovative as the people and content they cover.\"\u003cbr\u003e—\u003cb\u003eSteve Lozan, Investment Manager \u0026amp; IP Sector Specialist, Smith Barney\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989246623973,"sku":"NP9780470225387","price":55.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470225387.jpg?v=1761783363","url":"https:\/\/k12savings.com\/es\/products\/from-assets-to-profits-isbn-9780470225387","provider":"K12savings","version":"1.0","type":"link"}