This workshop offers a wide approach to creativity and innovation and how its protection through intellectual property management could develop a sustainable competitive advantage. Being the first is not enough anymore, we must look for offering a difference valuable for consumers. IP constitutes a legal barrier for competitors but also physiological barriers. Researchers will learn how to protect the results of innovation and creativity process, if possible, in order to get the exclusive right to show a unique position.
Eva Toledo is the strategic marketing professor at the Economics School of the University of Alicante, a Spanish official patent and trademark attorney, magister lvcentinvs in intellectual property (Alicante) and specialist in intangible assets analysis and management. Partner and Agency Manager – Strategy & Protection Area PADIMA. Specialists in the strategy, protection, and defence of the creativity and innovation results.