Perspectives on SMEs and the entrepreneurial marketing of intellectual property

摘要

Of all the challenges which face business, the discovery, exploitation, retention and protection of intellectual property have been identified as the most serious within the context of small high technology firms and restricting our scope to technology-related intellectual property (IP), the marketing competencies necessary for successful IP marketing are examined. Following a review of the relevant literature, the question that arises is whether mainstream marketing principles are sufficient to service the needs of technology enabled but resource limited SMEs or whether the adoption of entrepreneurial marketing is more appropriate?