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知识产权，在企业追求全面成功的过程中，可以成为非常有价值的工具。获取这项法律工具并依据缜密的策略付诸实施，能够赋予企业显著的商业优势，尤其对于产品或服务具备独特性的企业，至关重要。
——（美）罗伯特·莫杰思 (Robert P. Merges)
This book will show you how to use intellectual property (IP) to achieve business goals. If you are a manager, entrepreneur, or business person of any kind, it will teach you how you can use IP to help in your business. If you are a lawyer, even a lawyer specializing in this field, it may help you understand IP from the perspective of your clients. It will show you why they care about IP, what they can do with IP to help achieve their business goals. And it will teach you how to use what you know to better help them - the goal of all effective lawyering.
We will talk about how to use IP to increase revenues, and to protect an existing revenue stream from being eaten away by competitors. We will also talk about how to budget for all IP-related decisions: acquiring IPs; keeping them in legal force; defending them from attack; and enforcing them against competitors. The emphasis throughout the book is on how to make cost-effective use of IP to spend only as much on them as they are worth to your business.
When we talk about strategy, we mean large-scale decisions and operations that form an overall plan for successful long-term action. Strategy is often contrasted with tactics: the small-scale, immediate decisions necessary to carry out one step or part of an overall strategy. Deciding in how many countries you need to protect a new product design is strategy; choosing between an international filing treaty and a series of country-specific filings is a tactic. Tactics help carry out strategy. We emphasize the larger decisions and operations here. Any competent member of your company’s team can execute tactics, so there is no need for you to be an expert tactician.