CGIP: Managing Consumer Generated Intellectual Property

California Management Review, Vol. 57/4, p. 43-62, Sept. 2015

38 Pages Posted: 21 Sep 2016

See all articles by Pierre R. Berthon

Pierre R. Berthon

Bentley University

Leyland Pitt

Simon Fraser University - Segal Graduate School of Business

Jan Kietzmann

Simon Fraser University - Segal Graduate School of Business

Ian P. McCarthy

Simon Fraser University (SFU) - Beedie School of Business

Date Written: September 11, 2015

Abstract

Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of ‘consumer generated intellectual property’ (CGIP). In this paper, we address the question: ‘How should firms manage the intellectual property that their customers create?,’ It explores how CGIP presents important dilemmas for managers, and argue that consumers’ ‘intellectual property’ should not be leveraged at the expense of their ‘emotional property.’ We integrate these perspectives into a diagnostic framework and discuss eight strategies for firms to manage CGIP.

Keywords: Consumer Behavior, Intellectual Property, Innovation Management, New Product Management, Competitive Advantage, Consumers, Product Design

JEL Classification: O3, O31, O34, Q55

Suggested Citation

Berthon, Pierre R. and Pitt, Leyland and Kietzmann, Jan and McCarthy, Ian P., CGIP: Managing Consumer Generated Intellectual Property (September 11, 2015). California Management Review, Vol. 57/4, p. 43-62, Sept. 2015, Available at SSRN: https://ssrn.com/abstract=2662311

Pierre R. Berthon

Bentley University ( email )

175 Forest Street
Waltham, MA 02145
United States

Leyland Pitt

Simon Fraser University - Segal Graduate School of Business ( email )

8888 University Drive
Burnaby, British Columbia V5A 1S6
Canada

Jan Kietzmann

Simon Fraser University - Segal Graduate School of Business ( email )

Burnaby, British Columbia V5A 1S6
Canada

HOME PAGE: http://beedie.sfu.ca/profiles/JanKietzmann

Ian P. McCarthy (Contact Author)

Simon Fraser University (SFU) - Beedie School of Business ( email )

8888 University Drive
Burnaby, British Columbia V5A 1S6
Canada

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