Management by the Enterprise Intangible Assets

Joanna Rogozińska-Mitrut Management by the Enterprise Intangible Assets Sofia • 2019 Prof. Marin Drinov Publishing House of Bulgarian Academy of Sciences ISBN Rogozińska-Mitrut J. Management by the Enterprise Intangible Assets: Monography. Warszawa, 2019. 235 р. This work is subject to copyright. All rights are reserved, whether die whole or part of die material is concerned, specifically die rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. This monograph should be useful to public administration specialists, to a variety of constituencies who are interested in the interrelationships between human resources management and IT, including managers who treat their personnel as a key factor for organizational success, leaders wishing to develop the human side of their organizations, IT experts, human resources managers, researchers, consultants, and practitioners. Each audience may have different levels of interest in the theoretical concepts, practical experiences, and empirical data presented in this monograph. As we are exploring an evolving discipline, we assume that any of these readers will begin, but not complete, an exploration of the e-HRM new world. ISBN Rogozińska-Mitrut J. Management by the Enterprise Intangible Assets: Monography. Warszawa, 2019. 235 р. This work is subject to copyright. All rights are reserved, whether die whole or part of die material is concerned, specifically die rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. 3 This monograph should be useful to public administration specialists, to a variety of © Joanna Rogozińska-Mitrut, author, 2019 constituencies who are interested in the interrelationships between human resources © Sofiya Lyubomirova Popiordanova, cover desigh, 2019 management and IT, including managers who treat their personnel as a key factor for ©or ganizationalProf. Marin Drinovsuccess, Publishing leaders Housewishing of Bulgarianto develop Academy the human of Sciences, side of 2019 their organizations, IT experts, human resources managers, researchers, consultants, and ISBN978-619-245-005-2practitioners. Each audience may have different levels of interest in the theoretical concepts, practical experiences, and empirical data presented in this monograph. As we are exploring an evolving discipline, we assume that any of these readers will begin, but not complete, an exploration of the e-HRM new world. 3 CONTENTSContents Introduction…………………………………………………………………….. 54 Chapter 1. Management of the intellectual property of the company………….. 76 1.1.What is Intellectual Property & Intangible Assets…………………………... 76 1.2.Theory of Knowledge in Organizations and Its Application........................... 2019 1.3.The Significance of Knowledge Management for a Large Company………. 3433 1.4.Knowledge Management Experiences: India’s Light Combat Aircraft.......... 4139 Chapter 2. Intangible Market Resources and Their Importance 43 in the Economic Development of Companies…………………………………... 45 2.1.Trademarks and Company’s Names………………………………………… 4543 2.2.The Emerging Knowledge-Based Economy as a Source of Economic Growth................................................................................................................... 6159 2.3.The Patent System and the KBC Economy………………………………….. 6563 2.4.Labour Market Reforms Encourage Experimentation With Uncertain Technologies.......................................................................................................... 7169 Chapter 3. Intangible Technological Resources in Globalization Processes....... 7673 3.1.Human Resources Technological Resources And Reputation......................... 7673 3.2.The Theoretical and Methodological Aspects of the Intellectualization 85 of the World Development………………………………………………………. 88 3.3.Globalization Processes Intellectualization of the Economy: An Analysis of Research by Scientists...................................................................................... 9794 3.4. Technological Documentation as an Intangible Technological Resources… 106102 Chapter 4. Access to Knowledge........................................................................... 114110 4.1.Seven main categories of substantive issues (Copyright, Patents, IP Enfor- cement, IP Alternatives, Access to Government Information, Internet Regulation Media Diversity)…………………………………………………….. 114110 4.2.Fairer Laws and Enforcement Practices…………………………………….. 124120 4.3.Alternative Ways of Sharing Knowledge…………………………………… 141137 4.4.Promoting Human Rights in the Information Society………………………. 154150 Chapter 5. Human Resources Management: Managing Knowledge People…… 166162 5.1.Social Capital: The Driver for Corporate Success in the Knowledge Era…... 166162 5.2.Employee Self-Service HR Portal Case Study: Access, Content, 167 & Application…………………………………………………………………… 171 5.3.Managing and Practicing OD in an IT Environment: A Structured Approach 178 to Developing IT Project Teams………………………………………………… 182 5.4.The Impact of Information Technologies on Communication Effectiveness.. 197193 Conclusions……………………………………………………………………... 212208 Literature………………………………………………………………………. 222218 4 Introduction Intangible assets are non-physical assets (such as franchises, trademarks, patents, copyrights, and goodwill) that grant the potential for certain rights and privileges as well as the possibility for economic benefits to the owner. The economic benefits may be fruitful or fleeting, depending on the nature of the intangible asset and the company exploiting it. Unlike physical or tangible assets, which you can see and touch, intangible assets cannot be physically distinguished. On the other hand, similar to tangible assets, in the appropriate circumstances an intangible asset can be exchanged, purchased, or licensed. For some companies intangible assets may have such a bearing on the business’ value that shareholders are willing to go great lengths and expend funds to define their intangible assets, monitor and manage them, and protect them from Dr (economic sciences), infringement and damage. Nonetheless, an intangible Professor Joanna asset’s influence on business value may be simply Rogozińska-Mitrut – ephemeral, subject to the gyrations of the stock market, the Faculty of Economics, consumer sentiment, and unrelenting competition. Jacob of Paradise University in Gorzow Wielkopolski The importance of intellectual property rights to (Gorzow Wielkopolski) shareholders is illustrated in the case of W. Earl Bennett, Poland et al. vs. The Walt Disney Company, et al., involving the Winnie the Pooh litigation. A class action lawsuit has been filed on behalf of purchasers of securities of the Walt Disney Company between 1997 and 2002. The complaint in this case alleges that Disney and certain of its officers and directors violated the Securities Exchange Act of 1934 by failing to disclose to the investing public the existence, details, and potential effects of a pending lawsuit over merchandising rights concerning “Winnie the Pooh”. The pending lawsuit alleges that Disney miscalculated royalties due from the sale of Winnie the Pooh dolls, books and other merchandise, and that millions of dollars of additional royalties are due for Winnie the Pooh videos, DVDs, computer software and other electronic products. If successful, the pending lawsuit could force Disney to pay hundreds of millions of dollars in damages, or even possibly affect Disney’s merchandising agreement for Winnie the Pooh products. This could result in a substantial potential loss of revenues and profits each year. This case and the related lawsuits demonstrate how intellectual property litigation can involve significant monetary exposure. By contrast, in some cases, the value of an intellectual property asset may dwindle to zero based on competition, market forces, and consumer preference. Intellectual property is simply a subset of intangible assets. Certain “new economy” companies, which may be defined by the nature of their intellectual property, are now competing in a knowledge-based economy. While old economy 5 companies competed under the armor of their bricks and mortar, the new economy companies that are dependent on their intangible assets contend for market share with adaptation and innovation. This article will describe the various types of intangible assets and intellectual property, the various approaches and methods to valuing them, and what situations may require the need for a valuation. Given the limited scope of this article, only a brief overview of intangible assets and intellectual property follows. This monograph should be useful to a variety of constituencies who are interested in the interrelationships between human resources management and IT, including managers who treat their personnel as a key factor for organizational success, leaders wishing to develop the human side of their organizations, IT experts, human resources managers, researchers, consultants, and practitioners. Each audience may have different levels of interest in the theoretical concepts, practical experiences, and empirical data presented in this monograph. 6 Chapter 1. Management of the Intellectual Property of the Company 1.1. What is Intellectual Property & Intangible Assets Intangible assets are non-physical assets (such as franchises, trademarks, patents, copyrights, and goodwill) that grant

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