Recently, the world economy has been rapidly spreading from industry economy and knowledge economy to creative economy that generates added value. As the factors of competition of industry economy were land, capital, and labor, in knowledge economy, they are technology, knowledge, and information, a...
Recently, the world economy has been rapidly spreading from industry economy and knowledge economy to creative economy that generates added value. As the factors of competition of industry economy were land, capital, and labor, in knowledge economy, they are technology, knowledge, and information, and in creative economy, they are creative ideas, technical innovations and intellectual properties.
Our country had maintained imitation-pursuit economy basis that depends on major firms. However, the dilemma of low-growth jobs crunch has led the government to change its economy development paradigm to technology-guidance-style creative economy basis in which the small and venture companies grow together with the major ones. In the middle of it, there's intellectual property.
In the days of creative economy where intellectual property management is the topic, this research looks up the kind of effect small companies' intellectual property management have in product innovation and company performances through empirical testing. The targets of the testing were the countrywide 'IP Star' companies that were selected by the Korean Intellectual Property Office to actively support the management of intellectual property. There are 754 'IP Star' companies, and 220 of them were added in 2015. The 'IP Star' companies are the ones among the small and medium enterprises with higher perception of the management of intellectual property. Therefore, the credibility of the result of this research is guaranteed.
The purpose of this study is to discover the kind of effect the three crucial factors of intellectual property management: patent, brand, and design management have in product innovations and company performances. Several significant outcomes have been drawn from this study that has been conducted through empirical testing of 272 companies of the 'IP Star' companies. First, it has been discovered that the IP Star companies have been very actively implementing the research and development (R&D) regarding the patent management. Also, there's evidence supporting that their strategic patent management includes research for precedent technology, or writing patent maps to read global technology trend, and to develop technology with large future value. However, new technology or the efforts to develop such technology has only limited effect on product revolution, and no positive effects on company performances. Patent value evaluation and the commercialization strategies have been found to be in a statistically positive relationship with company performances. Therefore, in the days of the creative economy, it would be more effective for the small and medium businesses to follow business models that commercialize by licensing high technology rather than the expensive, time consuming research and development. The point to concentrate in this is that in the days of creative economy, small and medium businesses are following the business model that commercializes the license of high-level technology than R&Ds that require vast amount of capital and investments.
Second, among the factors of intellectual property management of small and medium businesses, brand management appears to be the most dominant effect on company performance. Brand management has been shown to be effective to not only the company performance, but also to product innovations, statistically. Brand platform strategy, brand identity strategy, and brand mix strategy as a whole has been proven to be quite significant in the factor analysis. Small and medium sized companies have been found to put efforts in the improvements of corporate image and awakeners, customer credibility and satisfaction through these brand strategies. The brand strategies of these businesses are also analyzed to bring huge accomplishments in the temporary target market.
Third, design management of small and medium sized businesses, compared to patent and brand management, has less effect on company performance. this is because many of the small and medium businesses in our country are subcontractors of major firms that toll processes parts of a product, and therefore, they do not care for design management. Design management is found to be in positive effect of product innovation only in parts. The reason for this is that the basis of design management has collapsed due to the move of the basis of finished goods including housewares to China and Southeast Asia.
Since this study has made a big jump from the original researches that focus mainly on the major firms or global-wide firms in regards of their intellectual properties, this study proves its significance by itself. Above all things, this study includes the first empirical testing of the 'IP Star' companies, and it is also the first to put take patent, brand, and design management together.
This research not only promotes a more thorough and systematic business that supports intellectual property management of small and medium sized businesses by the government and the local autonomous entities, but also suggests a more strategic approach to intellectual property management by the small and medium enterprises. Despite the many significant outcomes of this study, the criticism of its fragmentary empirical testing seems inevitable. It is expected for the small and medium sized companies of our countries to exhibit a great deal of power in intellectual property management with a high-quality follow-up researches that compensate the short-comings of this study.
Recently, the world economy has been rapidly spreading from industry economy and knowledge economy to creative economy that generates added value. As the factors of competition of industry economy were land, capital, and labor, in knowledge economy, they are technology, knowledge, and information, and in creative economy, they are creative ideas, technical innovations and intellectual properties.
Our country had maintained imitation-pursuit economy basis that depends on major firms. However, the dilemma of low-growth jobs crunch has led the government to change its economy development paradigm to technology-guidance-style creative economy basis in which the small and venture companies grow together with the major ones. In the middle of it, there's intellectual property.
In the days of creative economy where intellectual property management is the topic, this research looks up the kind of effect small companies' intellectual property management have in product innovation and company performances through empirical testing. The targets of the testing were the countrywide 'IP Star' companies that were selected by the Korean Intellectual Property Office to actively support the management of intellectual property. There are 754 'IP Star' companies, and 220 of them were added in 2015. The 'IP Star' companies are the ones among the small and medium enterprises with higher perception of the management of intellectual property. Therefore, the credibility of the result of this research is guaranteed.
The purpose of this study is to discover the kind of effect the three crucial factors of intellectual property management: patent, brand, and design management have in product innovations and company performances. Several significant outcomes have been drawn from this study that has been conducted through empirical testing of 272 companies of the 'IP Star' companies. First, it has been discovered that the IP Star companies have been very actively implementing the research and development (R&D) regarding the patent management. Also, there's evidence supporting that their strategic patent management includes research for precedent technology, or writing patent maps to read global technology trend, and to develop technology with large future value. However, new technology or the efforts to develop such technology has only limited effect on product revolution, and no positive effects on company performances. Patent value evaluation and the commercialization strategies have been found to be in a statistically positive relationship with company performances. Therefore, in the days of the creative economy, it would be more effective for the small and medium businesses to follow business models that commercialize by licensing high technology rather than the expensive, time consuming research and development. The point to concentrate in this is that in the days of creative economy, small and medium businesses are following the business model that commercializes the license of high-level technology than R&Ds that require vast amount of capital and investments.
Second, among the factors of intellectual property management of small and medium businesses, brand management appears to be the most dominant effect on company performance. Brand management has been shown to be effective to not only the company performance, but also to product innovations, statistically. Brand platform strategy, brand identity strategy, and brand mix strategy as a whole has been proven to be quite significant in the factor analysis. Small and medium sized companies have been found to put efforts in the improvements of corporate image and awakeners, customer credibility and satisfaction through these brand strategies. The brand strategies of these businesses are also analyzed to bring huge accomplishments in the temporary target market.
Third, design management of small and medium sized businesses, compared to patent and brand management, has less effect on company performance. this is because many of the small and medium businesses in our country are subcontractors of major firms that toll processes parts of a product, and therefore, they do not care for design management. Design management is found to be in positive effect of product innovation only in parts. The reason for this is that the basis of design management has collapsed due to the move of the basis of finished goods including housewares to China and Southeast Asia.
Since this study has made a big jump from the original researches that focus mainly on the major firms or global-wide firms in regards of their intellectual properties, this study proves its significance by itself. Above all things, this study includes the first empirical testing of the 'IP Star' companies, and it is also the first to put take patent, brand, and design management together.
This research not only promotes a more thorough and systematic business that supports intellectual property management of small and medium sized businesses by the government and the local autonomous entities, but also suggests a more strategic approach to intellectual property management by the small and medium enterprises. Despite the many significant outcomes of this study, the criticism of its fragmentary empirical testing seems inevitable. It is expected for the small and medium sized companies of our countries to exhibit a great deal of power in intellectual property management with a high-quality follow-up researches that compensate the short-comings of this study.
주제어
#특허 경영 브랜드 경영 디자인 경영 제품 혁신 기업 성과 IP Star 기업 지식재산
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