Two significant changes have been noticed in recent trends. One trend is that value propositions are shifting to informational from physical. The other trend is value creation is done by consumers than firms. These both trends join together in “consumer generated intellectual property" (CGIP). This case mainly deals with, how organizations should handle intellectual property mostly created by customers. It also further discusses how CGIP is a problem for managers. Consumer’s intellectual property must not be at stake at the expense of emotional property. These views are combined in the form of framework and also gives eight techniques for firms to manage CGIP.
PUBLICATION DATE: September 01, 2015 PRODUCT #: CMR600-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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