Book contents
1. THE HIDDEN TREASURES OF BUSINESSES 15
2. INTRODUCTION 17
3. DISTINCTIONS & CATEGORIES OF INTANGIBLE ASSETS 21
3.1 Tangible And Intangible Assets 21
3.2 Categorizations Of Intangible Assets 22
3.3 Conceptual Definition Of Intellectual Capital 24
3.4 Categories Of Intellectual Capital 25
4. COMPETITIVE ADVANTAGES 27
4.1 Competitive Advantages & Intangible Assets 27
4.2 Conceptual Approach To Competitive Advantage 27
4.3 Application Of The Competitive Advantage 29
5. DISCUSSING FOR INTANGIBLE ASSETS 31
5.1 Understanding Intangible Assets 31
5.2 The Importance Of Intangible Assets 32
5.3 Intangible Goods As Value Guides 33
5.4 Hidden Values In Modern Business 35
5.5 Intangible Assets And Financial Recognition 37
5.6 Difficulties In Assessing Intangible Assets 38
5.7 Common Ways Of Exploiting Intangible Assets 39
OPENING THE CHEST OF THE HIDDEN TREASURES! 41
6. MARKETING INTANGIBLE ASSETS 43
6.1 Introduction To Brands And Trademarks 43
6.2 Brand Definitions 44
6.3 Brand Identity 45
6.4 Recognition Of The Value Of Brands 46
6.5 The Goodwill Of The Brand 47
7. INNOVATION INTANGIBLE ASSETS 49
7.1 Definition Of Patent 49
7.2 Reasons For Patenting 50
7.3 Law Framework Of Patent 51
7.4 Advantages And Disadvantages Of Patents 51
7.5 Trade Secrets 52
8. ARTISTIC INTANGIBLE ASSETS 55
8.1 Basic Concept Of Copyrights 55
8.2 Historical Review Of The Protection Of Copyrights 56
8.3 International Conventions For The Protection Of Copyrights 57
8.4 The Basic Principles Of Copyrights 58
8.5 Copyrights And Business Value 59
8.6 Related Rights 60
8.7 Protected Designations Of Origins 60
8.8 Designs & Templates 61
9. IT INTANGIBLE ASSETS 63
9.1 Introduction To It Applications 63
9.2 Application Software 64
9.3 Status Quo Of The Software Market 65
9.4 Database 66
9.5 Why We Use Databases 67
9.6 Network Systems 68
9.7 Information Systems 69
10. OPERATIONAL INTANGIBLE ASSETS 71
10.1 Niche Market 72
10.2 Organization Of The Customer Lists 74
10.3 Distribution Channels 74
10.4 Market Share 78
10.5 E-Business 81
10.6 Procedures - Processes 82
10.7 Market Research 83
10.8 Research & Development 85
10.9 Technical Knowledge & Skills 86
11. COOPERATIVE INTANGIBLE ASSETS 87
11.1 Positive Business Image 87
11.2 Business Culture 89
11.3 Corporate Partnerships 89
11.4 Customer Organization & Management 90
11.5 Supplier Evaluation 91
11.6 External Collaborations 93
12. FINANCIAL INTANGIBLE ASSETS 95
12.1 Royalties 95
12.2 Leasing 95
12.3 Commercial Leases 96
12.4 Financial Relation 96
12.5 Value Of Signed Contracts Pending Execution 96
13. ANTHROPOCENTRIC INTANGIBLE ASSETS 99
13.1 Human Resources Contract 100
13.2 Professional Qualifications 100
13.3 Corporate Training - Guidance 101
13.4 Leadership 102
13.5 Internal Corporate Communication 102
13.6 Professionalism - Integrity 103
13.7 General Education 103
13.8 Technical Know - How 103
14. PRIVILEDGED INTANGIBLE ASSETS 105
14.1 State Licenses 105
14.2 Favorable Contracts 105
14.3 Real Options 106
15. VALUATION OF INTANGIBLE ASSETS 109
15.1 Definitions Of Values 110
15.2 Financial Valuation Models 111
15.2.1 Comparable Method 112
15.2.2 Cost-Based Approach 114
15.2.3 Income-Based Approach 117
15.3 Quality Valuation Models 121
15.3.1 Market Capitalization Methods 122
15.3.2 Return On Assets Methods 124
15.3.3 Quality Indicator Methods 126
15.4 Comments On Methods 131
16. GLOBAL INTELLECTUAL PROPERTY ORGANIZATION 133
17. METHOD OF EXPLOITING THE INTANGIBLE ASSETS BY A BUSINESS 135
18. EPILOGUE 137
NOTES 139
BIBLIOGRAPHY 141
