The Intangible Advantage: The Breakthrough Approach to Using Intellectual Assets to Drive Business Growth

ISBN-13: 9780230606531 / Angielski

David Kline; Don Davis; Dave Crawford

Opis

To the 21st century corporation, intellectual assets have become the most financially valuable resources. In their groundbreaking Intellectual Asset Strategy Initiative, Kline, Davis and Crawford present a new model for business growth that updates Michael Porter's value chain beyond material resources. These "intangible advantages," which comprise about 70% of the market value of all public companies, are for the first time treated in an equation that determines the economic value of customer problems and creates an infallible recipe for business growth.

The authors' past accomplishments include:

Helping General Electric turn its new 7FB gas turbine technology into an entirely new business model leasing remote tuning hardware to customers and licensing the associated service procedures creating $300 million in new revenue and an extended service franchise in the utility industry Working with a $500 million business unit at 3M focus on the R&D initiative that solved highest-value customer problems in the industry Showing a $300 million unit at Honeywell how to license essential outside technology to gain an edge over business competitors, reversing a dramatic decline in market share Developing a new strategy for Kodak's digital photo kiosk business by adding innovative services that satisfied end-user customers and generated more revenue at lower costs
With over 40 years of IP strategy and business experience between them, authors Davis and Crawford are unique consultants who work side-by-side with business units rather than operating indirectly from the senior management level. Understanding the value of IP is key to the future of major players in business, and "The Intangible Advantage "shows leading business thinkers how to harness the powerful potential first identified by "Rembrandts in the Attic," maximizing profits and optimizing operations in previously unseen ways."