Marketing Strategies in the Intellectual Property Market
Journal Title: Економічний часопис Східноєвропейського національного університету імені Лесі Українки - Year 2017, Vol 1, Issue
Abstract
The aim of this work is to investigate and analyze the aspects of the intellectual property market as well as to determine possible marketing strategies for this market. The report also gives a survey of literary sources and legislative acts in the sphere of given research. The article also reveals the essence of such notions as «object of intellectual property», «market of objects of intellectual property». It describes their content and differences from other products, their types and basic implementation of intellectual property rights. The specific features of marketing activities in the process of work with intellectual property are highlighted in this study as well as possible marketing strategies are selected. Based on the research, the conclusion is made that it is reasonable to implement the differentiation strategy in the market of intellectual property. So far, it is suggested the adapted model of differentiation and positioning strategy while entering the market of intellectual property. The value chain is transformed for the intellectual property consumers. Particularly, it is pointed out that this chain should be enlarged with such activities as technological prognostication and forming the ability of intellectual product to ensure the economy of live and materialized labor in the manufacturing process. Special attention is paid to the intellectual property rights management and protection due to the fact that an intellectual product is more inclined to a fast moral ageing than a material one. Finally, the creation of the ability to be sold many times to different customers and in different markets should be added to this value chain. Defining the specific features for positioning the intellectual property objects, such their peculiarities should be taken into consideration as: significance, distinctness, advantage, clearness, copyright protection, simplicity and profitability. This chosen strategy of positioning must have a certain stability, i.e. to stay unchangeable for some period of time, because a quick and frequent change of the strategy imposes an indistinct image. But the market of intellectual property objects is very dynamic. Consequently, the marketing department of a plant should constantly do some market research to investigate these changes and adjust them in the point of positioning strategy. Approaches, suggested in this article, can be put into practice by domestic companies while developing their marketing strategy in the intellectual property market. The aspect for further research is the development of systematic approaches to create the position scheme with distinguishing the segments in the market of intellectual property objects.
Authors and Affiliations
Alla Lyalyuk
Keywords
Related Articles
- EP ID EP408829
- DOI 10.29038/2411-4014-2017-01-45-51
- Views 152
- Downloads 0
MARKETING OF PRODUCTS OF NON-WASTE AGRICULTURAL PRODUCTION
The article is devoted to the research of the features of marketing of products of non-waste agricultural production, which include food products, feed and feed additives, organic fertilizers, alternative energy sources,...
Formation of Possible Territorial Groups as a Strategic Guide to Socio-Economic Development of Agricultural Territories (in the Example of the Municipal District of the Zhytomyr Region)
It is shown that in Ukraine the network of territorial communities is too shredded, and therefore rather costly, in particular, in terms of spending on the management and maintenance of social infrastructure. Accordingly...
Revising the Trade and Economic Relations of Right – Bank Ukraine and west Ukrainian Lands with Poland in the Latter Half of the 16 th by the Close of 18 th Century
The situation concerning the trade and economic relations of the Ukrainian lands with Poland in the latter half of the 16 th by the close of 18th century is examined in this article as well as the transport of goods by r...
Features of the Organization of Accounting on Farms of Ukraine
Farmers have a number of peculiarities in the formation of funds, capital, in the distribution of results, in the system of management and organization of accounting and control. Accounting in farms can not be carried ou...
THE ROLE AND VALUE OF GAS TRANSPORT ENTERPRISES IN UKRAINE AND ITS REGIONS
The Institutional provision of gas transportation enterprises activity was investigated in the article. The organizational and economic basis of functioning of gas transport enterprises is Outlined. A review of theoretic...