Dear Reader,
here now the last chapter on "Intellectual Property".
Everything protection or what?
Marketing Strategies and policies for the exploitation of intellectual property will be discussed for some time in the popular scientific literature. A closer analysis of individual contributions to the discussion, however, one can not help thinking that some of it and identified as "political marketing" approaches classified no protective measures in the sense discussed here represent relationships. Partly because it is trend-driven business models and holistic marketing strategies. Thus, for example, where advice on how to
- physical and digital distribution of economic sense combined, creates
- value added networks or refinanced
- investment in Internet activities through online advertising.
It is likely that such demarcation problems - despite more varied designs - the lack of sound economic attributed explanations for observable real special feature of trade in intellectual services can be. May therefore be subject to the term "marketing protection measures" in the literature more or less different approaches.
handcuffs pile carpet
to government, resource-based and technical protection mechanisms are the basic principles of reducing abuse of incentives in marketing policies differ. While the former increase the physical and technical on-wall abuse activities and / or enforce compliance with the obligation to pay, the latter set of prices, the cost of the acquisition and use and the benefit foundation of intellectual property.
protection through price variation
providers can price-setting margins, if any advantage, to adjust the prices of intellectual property to the individual willingness to pay of interested buyers. Their willingness to pay is high, prices can sometimes increase without thereby provide effective incentives to abuse. Instead, the payment readiness is low, price reductions can be necessary in the calculation, the regular buyers purchasing authorized copies to appear more attractive.
protection due to lower transaction costs and inputs
Implementation intentions of abuse is associated with different use-reducing effects. In addition to a number of other cost factors have to cost the circumvention of technological pioneers abuse prevention and the search for suitable In botsplattformen account for pirated copies and imitations. Folger abuse-for instance the cost of finding such deals. Take this into account also the risks that be
- perceived their activities and punished,
- the quality-related copies does not meet their expectations or
- appropriate offers are not accessible or permanently in a reasonably short time.
Against the background of these direct and indirect costs of damage it economically attractive for owners to simplify the acquisition and use of their intellectual resources too strong for buyers. This is what vendors such as open, the (Internet) access to fee-based information products, especially be sure to make fast and stable and / or assist with the search for signaling measures corresponding offers. Some authors speak in this context of maximizing the convenience (convenience) the utilization of market performance.
can also assist providers to exercise the right to use outspoken creative services differentiated, for example, concerning additional services or regular Pro-product extensions and enhancements, which, as we recognize this, are only authorized users are available. Assuming that the cost of abuse and the willingness of interested parties Despite these measures are influenced either positively or negatively would have in the calculus of potential abuse perpetrator behavior theoretically less attractive.
protection influence the value of the benefit
The problem of uncontrolled and uncompensated diffusion of innovative and creative works can be met by varying the value of their benefits. Provider thereby influence the willingness to pay, respectively, to the abuse of interested buyers incentives. Here, too, can understand the working principle simple. Basically it's about the benefits of results of intellectual foundation Work to be limited to authorized disposal agents or to increase for them, but to minimize damaging party.
The added value for buyers, meet in the course of the exercise of property rights of the compensation obligation, inter alia, that the characteristics of intellectual property to their respective needs, and / or goods to demand of specific products and services will be added. Under the condition that it to unauthorized third parties do not manage to siphon off these benefits, it loses the plot option abuse its appeal. In addition, highly individualized donate intellectual property outside their application focus is usually no appreciable benefit. Interested parties who are not involved in the individualization process can, through the use of those resources to meet their needs or not complete. Maybe they feel goods properties even be disadvantageous. The risk of abuse should be reduced further due to lack of generating profit or negative benefit effects.
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