IIMA: Business And Intellectual Propert

Business and Intellectual Property reflects on the future of IP in the age of new media and shows how—in a rapidly changing business field—managers and decision-makers need to be more perceptive agile and vigilant than ever before. Drawing on contemporary business affairs and strategies it explores the nature and scope of IP and the evolution of national laws and global agreements like the TRIPs to protect it. It also explores the measures (the use of patents copyrights and trademarks) used by some of the biggest brands—Coke MGM 20th Century Fox Microsoft Harrods Maruti Tata—to manage disputes and protect themselves.