IP Archetypes: Rookies, Strategists, Dealers and Strategic Dealers

Firms approach IP in different ways. This is not only evident in their varying use of different IP rights, such as patents, trade secrets, trademarks, design or copyright, but also in the degree to which IP functions as an integrated part of daily operations. Firms who consider IP an integral part of securing competitiveness may employ an aggressive approach, using IP to block competitors or registering IP rights specifically to sell or license. Alternatively, firms may adopt a more defensive approach, only using IP to protect their most vital products. We introduce a crude but illustrative and manageable taxonomy of IP management by identifying two key dimensions: ‘integrated IP management’ and ‘IP exchange oriented’. Based on these two dimensions we present four IP archetypes; the IP Rookie, the IP Strategist, the IP Dealer and the IP Strategic Dealer. Each one represents a way a firm may work with and think about IP. Firms will be able to identify with different archetypes, and thereby understand the degree of their involvement in IP and how they may be able to transform their business in terms of IP management.