Einstein in the Boardroom: Moving Beyond Intellectual Capital to I-Stuff (2006)

Acknowledgments. Authors' Foreword. 1 INTRODUCTION: THE EINSTEIN LEGACY. Intangibles in the Einstein Context. What Are Intangibles? How Intangibles Differ from Tangibles. Perspectives on Intangibles. The Impact of Intangibles on Organizations. Some Outcomes of the Rising Importance of Intangibles. Why Manage the Organization's Intangibles? Einstein in the Boardroom. 2 THE EINSTEIN VALUE CONTINUUM. The Difference between I-Stuff and IP. I-Stuff Management Thought Leaders. I-Stuff Management Activities. The Einstein Value Continuum. 3 BUILDING THE PORTFOLIO OF I-STUFF. What Building Path Companies Are Trying to Accomplish. Best Practices for the Building Path. Conclusions: Beyond Building. 4 LEVERAGING THE PORTFOLIO OF I-STUFF. What Companies on the Leveraging Path Are Trying to Accomplish. How Companies Leverage Their I-Stuff. Best Practices for the Leveraging Path. Developing a Brand Management Capability. Developing a Corporate Brand. Extracting Value from the Brand. Conclusions: Beyond Leveraging. 5 INTEGRATING THE PORTFOLIO OF I-STUFF. What Integrating Path Companies Are Trying to Accomplish. I-Stuff Strategies. Managing across Organizational Boundaries. Measuring the Value of Intangibles. Best Practices for the Integrating Path. Conclusions: Beyond Integrating. 6 SUSTAINING THE CORPORATION THROUGH I-STUFF. What Is Sustainability? The Characteristics of Sustainable Corporations. Why Are Stakeholders Important? Sustainability and I-Stuff Reporting. What Sustaining Path Companies Are Trying to Accomplish. Best Practices for the Sustaining Path. Conclusions: Beyond Sustainability. 7 PROCTER & GAMBLE: PROGRESSING BEYOND INTELLECTUAL PROPERTY. Changing a Corporate Culture. The Promise of Intellectual Assets. How They Did It. Moving the Technology Forward. Connect + Develop. Accelovation. Mining Know-How. Reliability Engineering. The Value of Employees. APPENDICES. A HOW COUNTRIES AND REGIONS ARE HELPING THEIR COMPANIES CREATE VALUE FROM INTELLECTUAL CAPITAL. Introduction. Consequences of the Knowledge-Based Economy. The Role for Regions and Countries. Snapshots of Some Countries that Have Invested in ICM. Future Roles for Governments. B THE I-STUFF VALUE MATRIX. Defensive Value. Offensive Value. Revenue-Generating Value. Cost-Avoidance Value. Strategic Positioning Value. C UPDATING THE CONCEPT OF COMPLEMENTARY BUSINESS ASSETS. A Decade of Working with CBAs. Ideas Alone Are Not Enough. Conclusions. D UPDATING THE CONCEPT OF A BUSINESS MODEL. Introduction. The Academic Literature. The Business Literature. The ICM Gathering View. Business Models: A Working Definition. A Business Model Engine. Creating a Business Model. Business Model Implications for I-Stuff. E NEW CONCEPTS IN MEASURING VALUE. The Inherent Limitations of Traditional Accounting Measurement. Innovations in Value and Performance Measurement. Measurement Concepts. Measurement Criteria. Technical Appendix E.1 Value and Performance Measurement Innovations. Technical Appendix E.2 Resources. F CREATING AN I-STUFF STRATEGY. Step One: Create a Statement of Mission. Step Two:What Is a Strategic Vision? Step Three: Outline the Corporate Business Strategy. Step Four: Identify the Kinds of Value the Organization's I-Stuff Can Provide. Step Five: Outline, Discuss, and Finalize the Organization's I-Stuff Strategy. Index.