The income or net present value (NPV) approach is based on the cash flow that results from introducing the covered technology to the marketplace. The intellectual property value as calculated by this method is the present value of the expected future income stream. The theory behind this approach is that the licensee will [...]
Capabilities, Importance, Urgency A way to help improve the situation is to take Covey’s original two-dimensional matrix and add a third dimension. The third dimension is the creativity required for the project (or the level of thought as explained in Chapter 4). The “Capabilities, Importance, Urgency” figure shows this. When laying an organization’s [...]
To avoid brand confusion, large corporations typically build a decision tree to guide product branding. The first step in step in a decision tree typically relates to COMMITMENT. The questions are: Is a product committed to the corporate standards? Is there a strategy for maintenance and growth? Is a product one a fighting [...]
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