BBA212 Knowledge Management

Word count: 1,500 2,000 words

Description :

Businesses face growing need to protect their intellectual property. The need to manage strategically intellectual property, whether its copyrighted music or a secret ingredient, has always been important for creators. But, in the context of our rapidly growing, global way of life, intellectual property management also grows and becomes more complex, namely due to innovative technology and the use of information technology systems.

Taking into consideration the strategic importance of Intellectual Property Management and Information Technology for contemporary businesses, please answer the following questions:

1. What is the strategic importance of Intellectual Property (IP) for business? Please select a company to demonstrate its use of IP as a business asset.
2. Please discuss the importance of intellectual property assets such as assets such as logo or slogan, design, distinct colors, web content in developing a successful brand management strategy. Give examples where relevant.
3. How can information systems play a role in competitive advantage in business, according to the 2008 article by Brynjolfsson and McAfee (available at: https://hbr.org/2008/07/investing-in-the-it-that-makes-a-competitive-difference )?