To provide students with an understanding of how to use brands and trademarks in conjunction with trade secrets, patents, and other forms of IP in mature markets to build and maintain innovation-based competitive advantage.
The writing of this case would not have been possible without the considerable help of 3M ESPE AG and Heraeus Kulzer. In particular we thank the following individuals for the time and information they provided:
|Dr. Reinhold Nowak||Monika Maintz|
|Bernd Weber||Norbert Weber|
Conley, J.G., Deutsch, S., Fields, J. and Wong, R. (2017), "3M ESPE AG: Managing Intellectual Property in the Dental Impression Materials Market", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000001Download as .RIS
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