Einstein in the Boardroom: Moving Beyond Intellectual Capital to I-Stuff

Table of Contents:
Acknowledgments ix Authors' Foreword xi 1 INTRODUCTION: THE EINSTEIN LEGACY 1 Intangibles in the Einstein Context 2 What Are Intangibles? 5 How Intangibles Differ from Tangibles 6 Perspectives on Intangibles 9 The Impact of Intangibles on Organizations 15 Some Outcomes of the Rising Importance of Intangibles 18 Why Manage the Organization’s Intangibles? 18 Einstein in the Boardroom 19 2 THE EINSTEIN VALUE CONTINUUM 21 The Difference between I-Stuff and IP 21 I-Stuff Management Thought Leaders 23 I-Stuff Management Activities 24 The Einstein Value Continuum 27 3 BUILDING THE PORTFOLIO OF I-STUFF 29 What Building Path Companies Are Trying to Accomplish 32 Best Practices for the Building Path 33 Conclusions: Beyond Building 48 4 LEVERAGING THE PORTFOLIO OF I-STUFF 51 What Companies on the Leveraging Path Are Trying to Accomplish 54 How Companies Leverage Their I-Stuff 55 Best Practices for the Leveraging Path 60 Developing a Brand Management Capability 70 Developing a Corporate Brand 73 Extracting Value from the Brand 76 Conclusions: Beyond Leveraging 77 5 INTEGRATING THE PORTFOLIO OF I-STUFF 79 What Integrating Path Companies Are Trying to Accomplish 82 I-Stuff Strategies 83 Managing across Organizational Boundaries 84 Measuring the Value of Intangibles 84 Best Practices for the Integrating Path 86 Conclusions: Beyond Integrating 100 6 SUSTAINING THE CORPORATION THROUGH I-STUFF 101 What Is Sustainability? 103 The Characteristics of Sustainable Corporations 104 Why Are Stakeholders Important? 105 Sustainability and I-Stuff Reporting 106 What Sustaining Path Companies Are Trying to Accomplish 108 Best Practices for the Sustaining Path 108 Conclusions: Beyond Sustainability 114 7 PROCTER & GAMBLE: PROGRESSING BEYOND INTELLECTUAL PROPERTY 117 Changing a Corporate Culture 117 The Promise of Intellectual Assets 118 How They Did It 119 Moving the Technology Forward 120 "Connect + Develop" 123 Accelovation 124 Mining Know-How 125 Reliability Engineering 125 The Value of Employees 128 APPENDICES A HOW COUNTRIES AND REGIONS ARE HELPING THEIR COMPANIES CREATE VALUE FROM INTELLECTUAL CAPITAL 131 Introduction 131 Consequences of the Knowledge-Based Economy 132 The Role for Regions and Countries 133 Snapshots of Some Countries that Have Invested in ICM 134 Future Roles for Governments 150 B THE I-STUFF VALUE MATRIX 153 Defensive Value 155 Offensive Value 155 Revenue-Generating Value 156 Cost-Avoidance Value 157 Strategic Positioning Value 157 C UPDATING THE CONCEPT OF COMPLEMENTARY BUSINESS ASSETS 159 A Decade of Working with CBAs 161 Ideas Alone Are Not Enough 161 Conclusions 168 D UPDATING THE CONCEPT OF A BUSINESS MODEL 171 Introduction 171 The Academic Literature 171 The Business Literature 172 The ICM Gathering View 174 Business Models: A Working Definition 176 A Business Model Engine 176 Creating a Business Model 180 Business Model Implications for I-Stuff 181 E NEW CONCEPTS IN MEASURING VALUE 181 The Inherent Limitations of Traditional Accounting Measurement 183 Innovations in Value and Performance Measurement 188 Measurement Concepts 193 Measurement Criteria 198 Technical Appendix E.1 Value and Performance Measurement Innovations 206 Technical Appendix E.2 Resources 210 F CREATING AN I-STUFF STRATEGY 211 Step One: Create a Statement of Mission 212 Step Two:What Is a Strategic Vision? 213 Step Three: Outline the Corporate Business Strategy 214 Step Four: Identify the Kinds of Value the Organization's I-Stuff Can Provide 215 Step Five: Outline, Discuss, and Finalize the Organization's I-Stuff Strategy 215 Index 217

About the Author :
SUZANNE S. HARRISON is a cofounder of ICMG, LLC, and facilitator of the ICM Gathering and the IP Forum. She is the coauthor of the bestselling Edison in the Boardroom, as well a contributor to The LESI Guide to Licensing Best Practices, Technology Licensing, and Profiting from Intellectual Capital, all published by Wiley. PATRICK H. SULLIVAN SR. is the cofounder of ICMG, LLC, and cofounder and facilitator of the ICM Gathering and the IP Forum. He is the author of the bestselling Profiting from Intellectual Capital, Value-Driven Intellectual Capital, and Technology Licensing, all published by Wiley. SUZANNE S. HARRISON is a cofounder of ICMG, LLC, and facilitator of the ICM Gathering and the IP Forum. She is the coauthor of the bestselling Edison in the Boardroom, as well a contributor to The LESI Guide to Licensing Best Practices, Technology Licensing, and Profiting from Intellectual Capital, all published by Wiley. PATRICK H. SULLIVAN SR. is the cofounder of ICMG, LLC, and cofounder and facilitator of the ICM Gathering and the IP Forum. He is the author of the bestselling Profiting from Intellectual Capital, Value-Driven Intellectual Capital, and Technology Licensing, all published by Wiley.