The Intellectual Property Rights Strategies of Product Innovation of the SMEs in Creative Industries

摘要

The persistent product innovation is the competitive advantage for the SMEs in creative industries. But the cultural and creative products are vulnerable to imitations by competitors and the creation or innovation is easily used by other sectors because of the penetrability of cultural content. So the intellectual property rights(IPRs) strategies of product innovation is extremely important for the SMEs. This article examines the net present value (NPV) of product innovation project of creative industries on different market situation. The selection of strategies of IPRs depends on the NPV. The author suggests that four strategies can be used for the SMEs. They are IPRs protection strategy, IPRs alliances strategy, the first mover advantage strategy and mixture of them. The article concludes that the SMEs need public and institutional supports from the government in IPRs management including IPRs subsidies and service, share of costly specialized assets and help explore the international market.