Стратегии в управлението на интелектуалната собственост. Закрила при игровизацията като маркетингов инструмент
Strategies in Intellectual Property Management. Protection of Gamification as Tool of Marketing

Summary/Abstract: The increasing role of IP objects as growth and competitiveness drivers in the contemporary economy does not mean simply that they gain enough attention from managerial perspective. The article makes an overview of the strategies in the management of such a specific set of assets, according to the field of operation (application), corporate goals and their potential to generate profits in various ways. Regarding marketing, the illustration chosen is gamification as approach (or principle) and the possibilities for its protection. Since gamification can have various manifestations and mechanisms the variants appear to be many and they can be in combinations.

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