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

Nebojsa Graca and Ana Lucija Gojakovic
absolutely new knowledge. If it is successfully overcome, <strong>the</strong>re is a new challenge in front <strong>of</strong> <strong>the</strong>
leaders-creating innovative knowledge. Leaders are expected to have a long term orientation towards
successful business operations. The quality <strong>of</strong> innovative knowledge is conditioned with <strong>the</strong> quality <strong>of</strong>
relative knowledge as a base and with <strong>the</strong> buld-up <strong>of</strong> <strong>the</strong> existing knowledge. Success <strong>of</strong> <strong>the</strong> creative
expansion with <strong>the</strong> market domination will be enabled only by innovative knowledge <strong>of</strong> high quality.
Joint work <strong>of</strong> <strong>the</strong> managers and leaders in <strong>the</strong> first stage <strong>of</strong> <strong>the</strong> research work, is based on <strong>the</strong>
education <strong>of</strong> <strong>the</strong> employees at all levels, will have as for its outcome, forming <strong>of</strong> <strong>the</strong> advanced relative
knowledge fund. Success <strong>of</strong> <strong>the</strong> first stage <strong>of</strong> <strong>the</strong> research work means for a company acquiring a
leading position in <strong>the</strong> existing market ambience. (Graca, 2010).
The second stage <strong>of</strong> <strong>the</strong> research work - stage <strong>of</strong> <strong>the</strong> applied reseasrch
Applied researches are conducted with <strong>the</strong> aim <strong>of</strong> acquiring new knowledge. In order to build and
develop new knowledge, it is necessary to manage knowledge in four separate stages. Management
is expected to use advanced relative knowledge as a scientific base for building-up or development <strong>of</strong>
<strong>the</strong> advanced knowledge.
Generic strategy <strong>of</strong> knowledge managing commences with streng<strong>the</strong>ning knowledge acquired in <strong>the</strong>
stage <strong>of</strong> fundamental research. The aim <strong>of</strong> <strong>the</strong> mentioned strategy is streng<strong>the</strong>ning <strong>the</strong> Explicit
Knowledge <strong>of</strong> <strong>the</strong> employees and increasing knowledge fund. Explicit Knowledge streng<strong>the</strong>ning will
influence increasing <strong>the</strong> scope <strong>of</strong> <strong>the</strong> existing activites and expanding <strong>the</strong> diapason <strong>of</strong> new jobs. At
this stage <strong>the</strong> company starts manifesting its interdisciplinarity in scientific as well as in business
sense.
At <strong>the</strong> second stage, by <strong>the</strong> strategy <strong>of</strong> creative expansion, management create conditions for
creative bulding-up <strong>of</strong> <strong>the</strong> acquired knowledge. Management is expected to recognize creative
potentials <strong>of</strong> each individual and to use <strong>the</strong>m with <strong>the</strong> aim <strong>of</strong> increasing knowledge fund. If this stage
finishes successfully, at <strong>the</strong> third stage, by <strong>the</strong> strategy <strong>of</strong> creative initiative, independent creative
work is expected from <strong>the</strong> employees in accordance with <strong>the</strong>ir personal potential to enable <strong>the</strong>
company to start a long term process <strong>of</strong> creating advanced knowledge. In <strong>the</strong> process <strong>of</strong> creating
advanced knowledge, <strong>the</strong> working collective, management, leaders and owners will confront
numerous challenges. The process <strong>of</strong> creating absolutely new knowledge will depend on <strong>the</strong>
capability, knowledge and experience, as well as on <strong>the</strong> following:
forming <strong>of</strong> <strong>the</strong> intellectual property portfolio,
share <strong>of</strong> Tacit Knowledge in <strong>the</strong> intellectual capital portfolio,
basic activity <strong>of</strong> <strong>the</strong> knowledge-intensive company, and
market positioning.
If <strong>the</strong> interested state organs, institutions and o<strong>the</strong>r economic subjects recognize a need for
absolutely new knowledge in <strong>the</strong> stage <strong>of</strong> advanced knowledge creating, and <strong>the</strong>y invest certain funds
for financing <strong>the</strong>m, new knowledge will be created in accordance with <strong>the</strong>ir needs. Protection <strong>of</strong> <strong>the</strong>
obtained results will be enabled only in <strong>the</strong> form <strong>of</strong> copyrights. Protection in <strong>the</strong> form <strong>of</strong> patents is not
possible to be achieved, since <strong>the</strong> obtained results must be available to <strong>the</strong> public and <strong>the</strong>y become a
public commodity, which is not in accordance with <strong>the</strong> legal regulative as far as protection <strong>of</strong> patents
is concerned. Also, protection by informal forms <strong>of</strong> intellectual property (S<strong>of</strong>t IP) can be useful.
In <strong>the</strong> second case, when <strong>the</strong>re is no interest <strong>of</strong> <strong>the</strong> external financiers, <strong>the</strong> company continues <strong>the</strong>
strategy <strong>of</strong> new knowledge creating by its own funds. In that way a possibility <strong>of</strong> protecting research
results in accordance with a protection plan is given. Basic protection is recommended in <strong>the</strong> form <strong>of</strong>
copyrights. Also, it is possible to realize protection in <strong>the</strong> form <strong>of</strong> patents or through informal forms
which are considered obligatory.
The third stage <strong>of</strong> <strong>the</strong> research work - formation <strong>of</strong> <strong>the</strong> intellectual property portfolio
Essential role and significance <strong>of</strong> <strong>the</strong> knowledge management is fully expressed exactly in forming <strong>the</strong>
intellectual property portfolio. It is not an easy assignment to distribute regularily obtained exclusive
information into two aspects <strong>of</strong> protection:
basic protection <strong>of</strong> research results in <strong>the</strong> form <strong>of</strong> intellectual property in <strong>the</strong> narrow sense
(Explicit Knowledge), and
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