nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2021‒04‒12
three papers chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”
  1. Per-unit versus ad-valorem royalty licensing in a Stackelberg market By Antelo, Manel; Bru, Lluís
  2. Branding the performing arts in the digital age: Lessons from the Opéra de Paris By Juliette Ducros Passebois; Carole Martinez; Florence Euzéby
  3. Understanding place brand value for stakeholders: proposition of a management tool By Mechthild Donner; Fatiha Fort
  1. By: Antelo, Manel; Bru, Lluís
    Abstract: We consider licensing of a non-drastic innovation by a patentholder who interacts with a potential licensee in a Stackelberg duopoly. We compare per-unit and ad-valorem royalty contracts, showing why and when each licensing deal should be observed. We find that ad-valorem royalty is preferred by a licensor that plays as the leader, but per-unit royalty is more profitable if the licensor is the follower. We also find that only innovations that do not hurt consumers are socially beneficial. Finally, licensor’s leadership or followership and innovation size determine licensing impact on the incentive to disseminate an innovation.
    Keywords: Licensing, leader and follower, welfare
    JEL: D43 D45
    Date: 2020–12
    URL: http://d.repec.org/n?u=RePEc:pra:mprapa:105742&r=all
  2. By: Juliette Ducros Passebois; Carole Martinez (IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel); Florence Euzéby
    Abstract: Digital age creates a new context for performing arts organizations. They have to imagine innovative marketing strategies to draw audiences' attention. The objective of this communication is to question how legitimate cultural organizations can manage their brand and what levers they can use to address news challenges. Relying on a new brand management paradigm, named "community paradigm", we focus on a case study methodology. The "3 e Scène", the Paris Opera 3 rd stage, a fully digital creative platform, appears as a good illustration of the new community branding paradigm. Multiple data were collected and analyzed: interviews with 3e scène stakeholders, secondary data and systematic observation of all 3e scène contents. By adopting a disruptive approach and offering content inspired and created by crowdcultures, the brand resonates with its time while connecting with wider audiences.
    Keywords: Branding,Digital,Performing Arts,Paris Opera
    Date: 2019–06–23
    URL: http://d.repec.org/n?u=RePEc:hal:journl:hal-03174402&r=all
  3. By: Mechthild Donner (UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement); Fatiha Fort (UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)
    Abstract: Place brands have a number of particularities due to, amongst others, the diversity of involved stakeholder groups. In this article, we present an evaluation model and a management tool for the value of place brands for various stakeholders Results from the case study of the Sud de France brand in the Languedoc-Roussillon region allow identifying the perceived or expected benefits for each of the principal stakeholder groups. Criteria for evaluating the value for each group are proposed in form of a scorecard and a management tool which will allow the place brand manager to measure the performance of the brand and to regularly control its match with the expectations.
    Abstract: Les marques territoriales présentent de nombreuses spécificités liées entre autres à la diversité des parties prenantes impliquées. Nous présentons dans ce papier un modèle d'évaluation et un outil de pilotage de la valeur des marques territoriales pour les parties prenantes. Les résultats de l'étude du cas Sud de France en Languedoc Roussillon permettent d'identifier les bénéfices perçus ou attendus par chacune des principales parties prenantes de la marque. Les critères d'évaluation de la valeur pour chaque partie prenante sont proposés sous forme de tableau de bord et d'outil de pilotage qui permettra au gestionnaire d'une marque territoriale de mesurer la performance de la marque et de contrôler son adéquation permanente aux attentes.
    Keywords: place brands,stakeholder theory,brand equity,place brand value,local sustainable development,marque territoriale,théorie des parties prenantes,capital marque,valeur de la marque territoriale,développement local durable
    Date: 2021
    URL: http://d.repec.org/n?u=RePEc:hal:journl:hal-03167650&r=all
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