学会誌・資料 Journal

日本知財学会誌 第13巻第3号掲載

Intellectual Property as a Marketing Tool
Kazunari Sugimitsu


日本知財学会誌 Vol.13 No.3 p.4-14(2017-3-20)
Journal of Intellectual Property Association of Japan Vol.13 No.3 p.4-14 (2017-3-20)

<Summary>
The purpose of this study is to contribute to the literature by expanding the frontier of the research area about how to integrate Intellectual Property (IP) and marketing. This research will also help managers understand how to incorporate IP tools into their marketing activities. In the marketing literature, IP has been introduced usually as law which companies must comply with, rather than as a tool for accomplishing the purpose of marketing. Taking the form of a literature review, this paper illustrates how IP contributes to (product) marketing, namely, market analysis, segmentation, targeting, marketing mix and Product Life-cycle, revealing that IP has multiple functions directly related to market such as the function of deterring market entry, the function of exclusion from the market, the function of disclosing corporate strategy and the function of building business partnership. The author shows the potential of IP as a
marketers’ tool for maintaining market share, expanding market share and creating new market especially from a medium and long-term perspective.

<Keywords>
Marketing tool, IP Landscape, Intellectual Property