Proceedings of the 12th European Conference on Knowledge ...

Nebojsa Graca and Ana Lucija Gojakovic
1.2 Knowlede protecton in <strong>the</strong> form <strong>of</strong> intellectual property
Intensive knowledge is created by research work. Therefore it is necessary to protect research results
in <strong>the</strong> form <strong>of</strong> intellectual property. By comong into power <strong>of</strong> <strong>the</strong> „Convention Establishing World
Organization for Intellectual Property“, adopted on 14th Jully 1967. in Stockholm, <strong>the</strong> conditions have
been made for generation <strong>of</strong> <strong>the</strong> concept <strong>of</strong> <strong>the</strong> intellectual capital and knowledge-intensive
entrepreneurship.
In that way knowledge is also protected in <strong>the</strong> form <strong>of</strong> intellectual property and it has become a
commodity which in time gets in its significance.
Intellectual property is a synonym for nonmaterial goods. Owners have protection <strong>of</strong> <strong>the</strong>ir intellectual
creations on <strong>the</strong> basis <strong>of</strong> different levels <strong>of</strong> exclusive rights. Since <strong>the</strong> intellectual property rights are
similar to ownershp rights, it means that intellectual property can be commercialized in <strong>the</strong> market.
Intellectual property essentially always refers to certain knowledge. Does each knowledge can be a
subject <strong>of</strong> protection?
Intellectual property as a private right is available only under certain conditions “…for new, original,
unobvious or distinct intellectual creations, which surpass public domain and intellectual property <strong>of</strong>
o<strong>the</strong>rs...“ (Convention on Founding WIPO). It means that knowledge must have an epi<strong>the</strong>t <strong>of</strong>
innovaton or scientific discovery.
In companies which aspire to be successful, majority <strong>of</strong> financial funds are invested into research
work and development. Why? During research and developing activities a certain fund <strong>of</strong> knowledge
is formed. Depending on <strong>the</strong> quality and applicability, knowledge becomes a subject <strong>of</strong> elementary
and/or complementary protection. At <strong>the</strong> stage <strong>of</strong> fundamental researches creative teams are directed
towards acquiring new knowledge. New knowledge is based on phenomena and facts without
concrete application and usage. Applied researches, different to fundamental ones, are undertaken
with <strong>the</strong> aim <strong>of</strong> acquiring absolutely new knowledge.The goal <strong>of</strong> achieving this type <strong>of</strong> knowledge is a
practical application in production <strong>of</strong> new materials, products and devices, as well as implementation
<strong>of</strong> new processes, systems and services in developing activities.
Intellectual property represents a central value in <strong>the</strong> knowledge economy and strategic nonmaterial
property <strong>of</strong> a company. Although we talk about a set <strong>of</strong> rights and privileges, intellectual property
represents property <strong>of</strong> a company as well. Also, it shows a need for managing and nominating new
function <strong>of</strong> a manager (brand management). Intellectual property portfolio is becoming a synonym for
research and developing functions. Dynamism <strong>of</strong> <strong>the</strong> protected knowledge in <strong>the</strong> form <strong>of</strong> intellectual
property has enabled <strong>of</strong>fer differentiating <strong>of</strong> knowledge-intensive companies compared to <strong>the</strong> <strong>of</strong>fer <strong>of</strong>
conventional companies.
In conventional companies <strong>the</strong> quality <strong>of</strong> <strong>of</strong>fer is directly connected with <strong>the</strong> price which is determined
by expenses <strong>of</strong> business operations. The quality in <strong>the</strong> knowledge-intensive companies, depending
on <strong>the</strong> type <strong>of</strong> <strong>the</strong> intellectual property is divided into three sub-categories as follows:
new (added, essential) quality <strong>of</strong> new products and services based on imperative knowledge (S<strong>of</strong>t
Intellectual Property-S<strong>of</strong>t IP),
formal quality, determined by new visual and aes<strong>the</strong>tic look <strong>of</strong> products (industrial design),
market (marketing) quality <strong>of</strong> products and services based on commercial symbols, trade names
and market reputation.
We conclude that, existance <strong>of</strong> absolutely new knowledge protected in <strong>the</strong> form <strong>of</strong> intellectual property
is, for a knowledge-intensive company, a basic condition for existance <strong>of</strong> intellectual capital.
1.3 Role <strong>of</strong> intellectual capital in knowledge-intensive companies
Intellectual capital represents <strong>the</strong> most significant development factor <strong>of</strong> economy <strong>of</strong> <strong>the</strong> 21st century.
Economic analysts observe <strong>the</strong> role and significance <strong>of</strong> intellectual capital through three great
developing social epohs. In <strong>the</strong> knowledge economy developing factor is knowledge (intellectual
capital). In agrarian epoch developing factor was land, and in industrial, it was financial and manual
work.
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