Don’t’ let this happen to your start-up. You spend all your money on hiring the right people, developing your IP, travel to meetings, investor presentations, legal fees, prototypes, marketing, and other expenses that just pop-up. One day your accountant tells you your current cash burn rate is only enough for […]
Successful marketing of medical devices takes more than just a great product. It takes communicating that product’s potential in a compelling way. Use the right marketing strategy, and you’ll set yourself apart from the competition. Use the wrong one, and you wind up creating a marketing nightmare.
India has become one of the world’s foremost destination markets for brands, characters, entertainment, fashion, sports, and art properties. This in turn attracts growing numbers of multinational companies, and smaller and medium sized Indian retailers and manufacturers who now know the value of licensing.
Today the economy is going through a transformation. The term ‘knowledge economy’ is the recognition that knowledge is the driver of innovation and the creation of IP. IP is an enormous value driver for today’s companies, and it’s a value that is just now being recognized.
One of the biggest assets of most companies (public and private) is IP. In the 1970s, IP was not recognized as any kind of “asset.” Traditional assets such as plants, equipment, products, and inventory – tangible assets – comprised the lions’ share of a typical company’s assets. Today, these tangible assets represent less than 20%, and intangible assets – including IP – represent 80% of the balance sheet assets. Yet, the tremendous value of IP is often overlooked. It is viewed as an afterthought – something a company gets to protect its rights and not recognized as a value creator. However, that is quickly changing as stakeholders, investors and shareholders are now recognizing that companies with IP can indeed be very valuable.