미디어 콘텐츠 기업의 무형자산 중심 지식재산 가치 연결 전략: 아이코닉스 애니메이션 뽀로로에 대한 탐색적 사례연구 Value Articulation Strategy of Media and Content Company: Mainly Focused on Iconix's Animation 'Pororo' Case원문보기
Under the influence of growing popularity of "hallyu" (Korean wave), corporates that have copyrights such as music, movie, drama as their core competitiveness are showing continuing growth. In Addition, they built on contents are rapidly growing, interests in protection and management of intellectua...
Under the influence of growing popularity of "hallyu" (Korean wave), corporates that have copyrights such as music, movie, drama as their core competitiveness are showing continuing growth. In Addition, they built on contents are rapidly growing, interests in protection and management of intellectual property rights linked to contents are growing. Global contents development corporates are making great efforts to create profits out of copyrights. They could utilize original contents to strengthen brand value use it to produce additional contents in current market. Also they take advantage of existing storyline of the contents and strong brand to explore new markets. This paper looks into Value articulation model by Professor James Conley and analyzed the firms that utilized intellectual property rights to extend the period of protection, strengthen their competitiveness and succeeded in breaking into new market by using the rights they possess. Also, this paper examines the usage of intellectual property rights and business expansion strategy of of Iconix, the Korean entertainment company, which gained tremendous popularity in last ten years using this model. In Value articulation model, Conley classifies the process of exploiting the portfolio of the single product's(or service's) intellectual property right for a period of time into three stages ; value transference, value translation, value transportation. Pororo's strategy of utilizing intellectual property right is suggestive to domestic entertainment companies. Under the influence of hallyu" (Korean wave), domestic contents such as movies, dramas and music are enjoying the high level of popularity recently not to mention animations. In reality, Korean entertainment companies who have no background or experience of Intellectual property rights are not creating enough added values compared to fast growing market. It is believed Iconix's intellectual property rights management strategy will suggest positive aspects to domestic companies. Moreover, I hope various intellectual property rights management strategies including Conley's value articulation are studied and they can make contributions to managing domestic entertainment companies.
Under the influence of growing popularity of "hallyu" (Korean wave), corporates that have copyrights such as music, movie, drama as their core competitiveness are showing continuing growth. In Addition, they built on contents are rapidly growing, interests in protection and management of intellectual property rights linked to contents are growing. Global contents development corporates are making great efforts to create profits out of copyrights. They could utilize original contents to strengthen brand value use it to produce additional contents in current market. Also they take advantage of existing storyline of the contents and strong brand to explore new markets. This paper looks into Value articulation model by Professor James Conley and analyzed the firms that utilized intellectual property rights to extend the period of protection, strengthen their competitiveness and succeeded in breaking into new market by using the rights they possess. Also, this paper examines the usage of intellectual property rights and business expansion strategy of of Iconix, the Korean entertainment company, which gained tremendous popularity in last ten years using this model. In Value articulation model, Conley classifies the process of exploiting the portfolio of the single product's(or service's) intellectual property right for a period of time into three stages ; value transference, value translation, value transportation. Pororo's strategy of utilizing intellectual property right is suggestive to domestic entertainment companies. Under the influence of hallyu" (Korean wave), domestic contents such as movies, dramas and music are enjoying the high level of popularity recently not to mention animations. In reality, Korean entertainment companies who have no background or experience of Intellectual property rights are not creating enough added values compared to fast growing market. It is believed Iconix's intellectual property rights management strategy will suggest positive aspects to domestic companies. Moreover, I hope various intellectual property rights management strategies including Conley's value articulation are studied and they can make contributions to managing domestic entertainment companies.
<뽀롱뽀롱 뽀로로>를 기획하고 각종 라이선스 권리를 보유하고 있는 아이코닉스는 애니메이션 기획, 마케팅 전문 회사로 2001년 설립됐다. 아이코닉스의 전신은 1996년 금강기획 애니메이션 사업팀이다.
금강기획이 애니메이션 사업을 정리하게 된 이유는?
아이코닉스의 전신은 1996년 금강기획 애니메이션 사업팀이다. 당시 <짱구는 못말려>, <꼬마 마법사 레미> 등을 배급했지만 IMF 위기로 금강기획이 애니메이션 사업을 정리하고 광고에 집중하게 되면서 당시 팀의 일원이었던 최종일 현 아이코닉스 사장이 2001년 직원 6명으로 아이코닉스를 설립했다.
아이코닉스는 어떻게 뽀로로를 제작하게 되었는가?
이 때문에 아이코닉스는 다른 전문 기업들과 공동으로 제작하는 전략을 선택했다. 2002년 당시 하나로텔레콤(SK브로드밴드)로부터 투자를 받아 방송 매체로는 EBS, 애니메이션 제작사로는 오콘을 끌어들여 <뽀롱뽀롱 뽀로로>를 제작하게 됐다. 뽀로로는 탄생과 함께 각종 기관과 페스티벌에서 수상을 하며 사업적 성공과 작품성을 인정받았다.
참고문헌 (36)
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고영희, 이미현(2013), 기업의 보유 특허 특성과 경제적 활용 가능성에 대한 연구-의료화학산업 특허를 중심으로, 지식경영연구, 제14권 제1호
Alexander I. Poltorak, Paul Lerner (2007), 알기쉬운 지식재산권 라이선스 전략, 대광서림
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James Conley, Peter Bican, Holger Ernst(2013), Value Articulation: A framework for the strategic management of intellectual property, 55(4), University of California Berkeley.
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