Innovative Businesses Must Challenge Performance Measures Asserts new Book about IP Rights, From Assets to Profits

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Book Cautions about Mis-Reading the Most Effective Ways to Monetize Companies' Most Valuable Assets.

A one-size-fits-all approach does not work for most IP

Determining how best to deploy intellectual assets in support of shareholder value, is a riddle most CEOs have failed to solve. Intangibles like invention rights (patents) comprise more than 70% of the value of S&P 500 companies. When it comes to cashing in on new ideas, the right intellectual property strategy can mean the difference between success and failure. Managers and investors must learn how and when expensive intellectual property rights like patents and trade secrets become relevant, and which approaches they must employ to provide the best return on them.

Edited by innovation marketing expert Bruce Berman, FROM ASSETS TO PROFITS: COMPETING FOR IP VALUE AND RETURN (John Wiley & Sons: November 2009; $45.00), sheds valuable light on how intellectual property assets provide subtle, sometimes counter-intuitive ways to generate return on innovation investment. Fewer than 3% of IP rights are assets. Monetizing which ones are is a challenge to IP managers, senior executives and a broad range of investors, from patent "trolls" to R&D-dependent Fortune 500 companies. There are many ways to produce and measure return on innovation. Some are more relevant to a particular IP holder than others. This book will tell you why.

Bruce Berman's acclaimed From Ideas to Assets considered IP as business assets; Making Innovation Pay looked at patent licensing as a strategy for owners large and small. This book, From Assets to Profits, with contributions from 15 of the top names in IP management, investment and consulting, explores how more sophisticated deployment of intellectual assets is forcing many businesses to rethink their approach to new ideas and higher profits. Return on IP is not always about licensing or suing infringers. Smart patent holders today are learning how to make IP pay off through freedom of action, open innovation, patent pools, transactions, and customer and supply chain relationships.

"A one-size-fits-all approach does not work for most IP," says Bruce Berman, editor of From Assets to Profits. "This book helps to illustrate that patent licensing, while sometimes lucrative, is only a part of what most IP-holders need for lasting success. Cashing in on IP means different things to different owners. Smart businesses are able to identify the right options for them."

Early praise for From Assets to Profits:

"A timely collection of insights from a cast of leading experts whose experience spans the entire IP eco-system."
-Damon C. Matteo, VP & Chief IP Officer, Palo Alto Research Center (Xerox Corp.)

"This book is a welcome addition to the best thinking about the management of intellectual assets."
-Marshall Phelps, Corporate VP for IP Policy & Strategy, Microsoft

"Like his previous books, From Assets to Profits is a must read for all business and finance executives."
-Steve Lozan, Investment Manager & IP Sector Specialist, Smith Barney

ABOUT THE AUTHOR:
Bruce Berman is CEO of Brody Berman Associates in New York, the leading communications and management consulting firm focusing on innovative companies, assets and managers. Over the past 20 years Bruce has positively positioned billons of dollars in intellectual assets, and has played a key role in enhancing market the value of technology and other businesses. His previous books include Making Innovation Pay and From Ideas to Assets.

FROM ASSETS TO PROFITS
Competing for IP Value & Return
Published by John Wiley & Sons, Inc.
Publication date: November 10, 2008
$45.00; Hardcover; 320 pages; ISBN: 978-0-470-22538-7

ATTENTION REVIEWERS
For the convenience of your readers, please include the following in your review:
Wiley books are available at your local bookstore or by calling 1-800-225-5945. In Canada: 1-800-567-4797.

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