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内容简介
本书由美国伯克利大学的莫杰思教授与具有中美两国执业经验的刘芳律师共同撰写，展示了公司在当今复杂商战环境下应用知识产权战略的基本策略。从内部管理到外部行动的各个重点环节，本书均作出了通俗易懂的解析，向我们展示了知识产权战略所具有的商业威力。该书是覆盖企业知识产权管理和运营的全流程，堪称“企业知识产权战略设计必备手册”。
目 录
Chapter I: Introduction 第一章：导论 1. What Is Intellectual Property? 1. 什么是知识产权？ 2. IP Rights: the Tools of IP Strategy 2. 知识产权中的各类权利：实施知识产权战略的工具 A. Patents A. 专利 B. Copyrights B. 著作权 C. Trademarks/Brands C. 商标 / 品牌 D. Trade secrets D. 商业秘密 Chapter II: The Goals of IP Strategy: Building, Preserving and Defending Revenue Streams 第二章：知识产权战略的目标：建立、维持和保护收入流 Markets, Products and IPs. 市场、产品和知识产权 A. IP Rights cover products or (usually) product features/components A. 知识产权涵盖产品或（通常情况下）产品特征 / 组件 B. Markets for Components B. 组件市场 C. Identifying Competitive Threats C. 识别竞争威胁 D. Other Strategic Risks D. 其他战略风险 Chapter III: Strategic Cost-Benefit Analysis for IP Assets 第三章：知识产权资产的战略成本—效益分析 1. Thinking in terms of IP portfolios 1. 从知识产权组合的角度来考虑 2. Keeping portfolios in balance with revenue streams 2. 保持知识产权组合与收入流的平衡 A. An International Trademark Example A. 一个跨国商标案例 B. Sample cost-benefit analysis: Revisiting the auto light cover B. 成本—效益分析：重新审视汽车灯罩案例 Chapter IV: Global Balance in IP Portfolios 第四章：知识产权组合的全球平衡 1. Global Balance: Comparing Your Company to Competitors 1. 全球平衡： 将公司与竞争对手进行比较 2. Business Activities and Regional IP Holdings 2. 商业活动和知识产权的区域性持有 3. Advanced Regional Balance Issues 3. 更深层次的区域平衡问题 4. Acquiring IP in a Competitor’s Home Country 4. 在竞争对手的母国获取知识产权 5. Strategies for the Sequencing of International Patent Filings 5. 国际专利申请中的排序战略 6. Filing National Stage Applications: Exercising PCT “National Options” 6. 提交国家阶段申请：行使 PCT“国家选择” Chapter V: The Unique Field of Global Trademark Strategy 第五章：独特的全球商标战略 1. Basic Trademark Strategy 1. 基础商标战略 2. Product Classes and Trademark Registration 2. 产品类别及商标注册 3. Advanced Strategy: Branching Out from a Parent Brand 3. 高级战略： 从母品牌向外扩展 Chapter VI: Defensive and Offensive Strategies 第六章： 防御性和进攻性战略 1. Defensive Strategy: Defending Revenue Streams With IP Rights 1. 防御性战略：利用知识产权保护收入流 A. Covering Your Product’s Components and Product Features A. 知识产权应当涵盖产品组件和产品特征 B. Acquiring Other Companies’s Patents to Enhance Your Portfolio B. 通过收购专利增强企业的专利组合 C. No Easy Defense Against Patent “Trolls” C. 对付专利“流氓”并非易事 D. Patent Pledges and Open Source (Open Patent) Commitments D. 专利承诺和开源（开放专利）承诺 E. Patent Litigation Insurance E. 专利诉讼保险 F. Acquiring Other Company’s Patents: A Case Study F. 获得其他公司的专利：案例研究 G. Recording Systems & Bona Fide Purchaser G. 登记系统和善意购买人 2. Offensive Strategy: Licensing and Litigation, etc. 2. 进攻性战略 : 许可和诉讼等 A. Taking the “IP Bridge” to a new stage of growth A. 用“知识产权之桥”将公司推向新的发展阶段 B. Funding Research and Development with Aggressive Licensing and Occasional Litigation: The IBM/Microsoft Model B. 通过积极的许可和偶尔的诉讼来资助研发：IBM / Microsoft 模式 C. Designing the Licensing/Litigation Campaign C. 设计许可 / 诉讼活动 D. Litigation Finance D. 诉讼融资 Chapter VII: Implementation of IP strategy 第七章：知识产权战略的实施 1. Designing Efficient Workflow: Planning and Organizing the IP Process 1. 设计高效的工作流程：规划和组织知识产权流程 A. The Importance of timing A. 时间的重要性 B. Integrating IP Experts With Other Company Personnel B. 将知识产权专家与公司其他人员整合 2. Outside the IP Committee: Task-Specific Interaction or Groups 350 2. 知识产权委员会之外：特定任务的互动或执行团队 A. Drafting Patents: R&D/Product Development Interaction with Patent Drafters A. 专利撰写： 研发 / 产品开发与专利撰写人的互动 B. Planning for acquisitions and spinoffs: due diligence, portfolio integration, etc. B. 收购和剥离计划：尽职调查、知识产权组合的整合等 3. Allocation of labor: Inside vs. Outside Lawyers and Professionals 3. 工作分配：内部与外部律师以及专业人士 4. Researching effective outside counsel (outcome databases etc.) 4. 寻找有效的外部法律顾问 （成果数据库等） 5. Planning tools 5. 规划工具 Chapter VIII: A Business-Oriented IP Department 第八章： 以商业为导向的知识产权部门 1. IP Department: typical growth path 1. 知识产权部门： 典型的成长路径 A. Hiring Chief IP Counsel: Cost Considerations A. 聘请首席知识产权律师：成本考虑 B. Skills to Look For B. 需要寻求的技能 2. In-house versus Outside Counsel Work 2. 内部律师与外部律师的工作对比
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