Marketing: a key element in patent management

Abstract

This article describes the role marketing plays in valorising patents. It puts forward the hypothesis that in a situation of strong competition a patent is no longer simply a legal protection of an invention, but also a strategic tool in the market. As such, appropriate marketing management permits companies to optimise the registration and exploitation of patents. The article provides basic elements about the use of marketing in patent management. It illustrates the phenomenon through a study concerning French companies from different sectors. The interest of this study resides in the confirmation of the use of marketing in patent management and the highlighting of company profiles according to their specific approach to marketing.

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