Reputation is an epiphenomenon; it is a highly valued consequence of the business processes that a firm employs to foster an ethical work environment, drive innovation, assure quality, provide reasonable assurance of safety and security, and promote sustainability. Reputation comprises forward-looking intuitions by stakeholders that represent expected behaviors. The proliferation of reputation risks, left unchecked and unmonitored, can produce adverse effects that cascade throughout an enterprise, its value-supply chain, and stakeholders.
In this program, Dr. Kossovsky will identify and describe the features of reputation that make it an ideal platform for IP professionals to advance the business case for IP management.
The program demonstrates that reputation provides a useful framework for attracting stakeholder attention and commanding resources. Its management, done well, delivers superior economic returns. Since December 2006, a patent-based IP investment strategy over the same period outperformed the S&P 500 composite index return by nearly 12%; a reputation-based IP investment strategy outperformed the S&P 500 composite index by more than 50%.