Category: CEIPI Distance Learning DU IP BA

Switching costs are the costs that a consumer or firm incurs when switching brands, suppliers, products, or services. These costs can be monetary, such as the cost of a new service, or non-monetary, such as the time, training or learning curve needed ...

The concept of strategic fit is vital for organizations seeking sustainable competitive advantages. It refers to the alignment between a company’s internal resources and capabilities and external market conditions. This text explores the meaning of st ...

In my presentation, I was invited to explore a key aspect of IP-Strategy Development: Identifying the most important market players. Companies operate within a dynamic ecosystem of key players, including customers, suppliers, competitors, complementor ...

Brand equity is the additional benefit a consumer associates with a brand, which makes it unique compared to all the other brands available in the market. In other words, brand equity means the customer’s perception and loyalty to a brand and brand aw ...

Strategy in business is about aligning corporate policies with strategic priorities to achieve objectives. It’s a broad formula that encompasses goals and the means to achieve them, and requires a deep understanding of the competitive environmen ...

Companies like Netflix, Cirque du Soleil, Nintendo managed to attract new customers and completely differentiate from their competitors by creating new markets. Cirque du Soleil, developed a new cirque style and managed to attract a new audience that ...

The IP-Management program at CEIPI is by far the most successful executive management program in IP in Europe. Since 2005, CEIPI has offered a comprehensive IP Management education, for which it develops case studies with C-Level executives and heads ...

What is Competitive Advantage? In a simple definition; it refers to factors that allow a company to produce goods or services better or more cheaply than its rivals. These factors allow the productive entity to generate more sales with superior margin ...

Customer touchpoints represent the various moments of interaction between customers and the products offered by a company. These touchpoints, as well as the customer journey, find clear definition within the framework of the experience economy theory. ...

Porter’s Five Forces is a strategic framework used to evaluate an industry’s competitive structure and its impact on profitability. First, the competitive rivalry measures the intensity of competition within an industry. High rivalry is in ...