Intellectual Property Issues Pertaining to Innovation Management YouTube - Case Study Example

University> Intellectual Property Issues pertaining Innovation Management YouTube By Intellectual Property Issues pertaining Innovation Management YouTube Introduction Innovation is the development and coming up with a new idea and put it into practice. It can also be termed as coming up with valuable goods and services to the market. For any business to prosper/grow into higher heights there must be innovation and implementation of the new ideas (Astigarraga, 2011: 542-547). Any business company should be able to innovate new ideas to meet the demands of a dynamic market. The company should be able to come up with a new idea and implement it in the real world or if it cannot achieve it, the company can decide to sell the idea to other firms who can implement it (Merle & Jensen 2010: 8671-9781). YouTube is one of the companies innovated in the field of social media. It involves the provision of wide range of video sharing, video uploading, video downloading, marketing of other firms through advertisements, etc. this company (YouTube) is widely known for the offering of many different types of services to its users (Enokola & Othaigbe 2011: 377-399). One of the services offered by the company is an advertisement. This is where other companies pay the YouTube Company to advertise their services and products to the users. It has been beneficial to the companies since YouTube has a great number of users who log into the website in any given time of the day (Marikanis et al., 2013). As the user downloads a video clip from YouTube, he/she can view the adverts which are provided before the start of the intended video clip. In this way, the user gets to know what other companies are offering (Coelho et al., 2005, 45). Even though the enterprise (YouTube) has faced many challenges in the history, it has always dealt with them accordingly. Different innovation theories and concepts have been used to compare the various issues under consideration. In this paper, YouTube innovation management is studied in depth (Mahmoud, 2013: 1072-1077). Background information Intellectual property of YouTube Intellectual property is the creations of the mind. This includes the invention of new ideas either literary or as art, use of symbols, images and names as used in commerce. It is grouped into two main categories: industrial property; which includes patents, trademarks, geographical and industrial designs, and copyright; which is concerned with literary works like novels, plays, artistic works like drawing (Chalabi et al., 2006: 54). Intellectual property has rights to any other right of ownership. They allow the inventors to benefit from their self-made ideas either through recognition or gaining of some financial benefits. Three former employees of PayPal founded YouTube to enable them to share video clips with the world (Burgess & Green, 2013). It has transformed from sharing video contents to creating video clips (Buck, 1996: 1522-1532). Innovation of YouTube Innovation is one key factor that forms the basis of various business entities in the world. It means coming up with new ideas, techniques and methods and implementing them in the real life (real world). (Blasco et al. 2007: 49-70) YouTube; which is one of the leading website companies in the world has been highly used by many other businesses and private users to improve their markets. For example, YouTube has been used by various users to look for answers to various questions through videos. Also, different companies have used YouTube to sell their products and services to users through advertisements which are included in the videos shared or created by other users. The company (YouTube) has undergone transformation to fit in the fast changing /dynamic market ( Naro et al. 2003: 23-37). Since the population of people who own and use mobile phones internet is increasing, then it also implies that the number of people using YouTube on mobile phones is also growing rapidly. This phenomenon has led to the generation of new ideas which suits the dynamic market (Buck, 1996: 1522-1532). Also, since YouTube is mostly used by people in the age bracket of 18-49; which is the period of high creativity, then it is expected that new ideas to suit the changing world market are being invented and applied in YouTube among other website companies (Mahmoud et al. 2004: 869-873). YouTube has innovated various techniques in the recent years. Some of these innovations include YouTube insights which drive in data and get an understanding of what will work for ads, Rewind which shares most watched ads in the current year, Ads Leaderboard, which gives the set of ads top each month(Mahmoud, 2013: 1072-1077). TrueView; which ensures that one pays when he or she watches video ads. These innovations are because of the company interacting with other businesses and private users, business partners and other stakeholders to help it build innovation. Innovation management theories Innovation management is the management of innovation processes. It may refer to product and organizational innovation. It also includes a set of tools that makes managers and engineers to co-operate with one another and with an understanding of goals and processes. Innovation management also allows organizations to use its creativity to introduce new ideas or produces clips (Buck, 1996: 1522-1532). By utilizing innovation management tools, managers can trigger and apply creative ideas of their workforce to bring new ideas to their company. Innovation management can be either pushed or pulled through development (Cho 2013:39-50). An advanced process is based on newly invented technology, and the organization tries to find useful applications. On the other hand, pulled method is based on realizing areas or regions where customers’ needs are not met and then find a solution for the needs (Mahmoud, 2013: 1072-1077). For there to be a success in all methods, it is good to understand the market and their technical problems and find a solution to solve them. YouTube is seen to take into account the ways to gain tremendous success in their venture. When a technology undergoes a major transformation phase, it yields a successful innovation. YouTube Website Company has carried out various innovation management practices (Maital & Seshadri 2012). Such management practices can either be termed as pushed or pulled processes. YouTube management practice as the separate process involves inventing new technologies of sharing and creating videos in the website (Buck, 1996: 1522-1532). On the other hand, YouTube management practice has a push process that involves realizing new market demands and coming up with ways of satisfying the demands or needs. For example, YouTube allows users to view adverts of other companies which are remixed with the video clips which the user wants to view or download (Enokola & Othaigbe 2011: 377-399). Through this, it (YouTube) has satisfied the company, which wanted to market their fame and products to users. Also, it has helped the user realize the goods and services that an individual company can offer. YouTube is keen on any management theory as it focuses on building itself on grounds of good managerial aspects because for any company to develop, it will require to understand and meet the two types of management practices. That is the pull and push management processes (Kimball & Enock 1986: 114-219) How innovation fits into the business model of YouTube Website Company One of the key factors that form the business model of YouTube is innovation. Over the years, YouTube Website Company has undergone a significant structural change that helps it fits perfectly into the fast changing world or market. Many companies currently provide the World Wide Web due to innovations in the network computing technologies and applications (Chang et al., 2007: 313-533). However due to good management skills, YouTube has been one of the best in offering such services. The Company mostly uses innovation as the primary technique that will help it to fit into the current business environment (Enokola & Othaigbe 2011: 377-399).The website company has utilized the knowledge of its workforce which comes up with various ideas. These ideas were then put together and voted (Buck, 1996: 1522-1532). Then the best out of each category of ideas were chosen and implemented. For example, in the early days, YouTube was only used for sharing videos but in the recent year, it has been used even to advertise products and services of other companies (Mahmoud & Ala’a 2013: 1077-1072). This is an idea that has made the website company realize greater profit margins and the company whose products were being advertised has benefited a lot. Another practice that the website company has employed is trying to integrate sustainability and innovation in its operations. It allows the employees of the enterprise to think about sustainability when carrying out their duties. Through this method, each employee comes up with an idea which he or she thinks is best for the development of the company. These ideas are then combined, and the best of all is adopted for (Merle & Jensen 2010: 8671-9781). The website company also through the activities of the unit ensures that the workforces work in collaboration with the different stakeholders in the innovation process. Collaboration amongst the company and other business partners or individual customers boosts the innovation development of the enterprise (Mahmoud, 2013: 1072-1077). Another change met by the company is making it possible for one to create oneself YouTube account and share or create video clips to his or her followers. By doing so, the company gets more and more customers from one day to another (Enokola & Othaigbe 2011: 377-399). If it continues to invent new ideas; of which it is expected so, then YouTube will end up capturing an enormous percentage of website customers and market produce that require products. Recently, a Stanford computer science student created the YouTube Instant, an actual innovation fit for YouTube that allows current presentation as in Google. The student took three hours to invent but got a fortune afterward (Weintraub, 2010). TrueView video ads is an innovation in YouTube gives viewers to control and choice over the advertisement they watch and when. A person is charged when a they choose to look at the ad, hence easy to r decrease or increase one's budget according to the expectations of the ad’s owner. Decisions and key activities that are related to innovation at YouTube Since the invention of YouTube, the world has become like a small village because people can share video clips in the YouTube. This website company has affected various aspects of human life, from culture, beliefs, business issues, education among others (Enokela & Othaigbe 2011: 377-399). Firstly, YouTube has profoundly affected the education sector in the whole world. It has led to the opening of new schools like the Khan Academy amongst others. Also, YouTube provides learning materials to students. For example, one can get the solutions to an individual problem being solved and uploaded in the YouTube as a video clip (Enokola & Othaigbe 2011: 377-399). The student can then download the video clip and learn how to solve the problem after watching the clip. This has significantly boosted the education sector in the whole world. YouTube has also been highly used by various teachers to help in teaching the students (Merle & Jensen 2010: 8671-9781). These teachers download the video clips of their desire and the deliver it to the students who then watch and listen to what is taught in that particular video clip. Secondly, YouTube has boosted the business sector very much in different dimensions. Various companies have done a collaboration with YouTube to help them in marketing the services and products offered by the companies (Merle & Jensen 2010: 8671-9781). These adverts are remixed with video clips so that as the user tries to download or watch any video clip online in the YouTube, he or she has to look at the advert first (Tidd 2013). Through this, the companies end up getting more and more customers who are in need of the services and goods that are always offered by these firms (Kim 2012: 53-67). YouTube has greatly gained popularity in the recent years. Its popularity began rising since 2005 when a Forrester researcher analyst termed as the largest video platform in the whole world. It has in the recent years taken another dimension in the year 2012 when it was ranked world’s second most searched engine (Mahmoud 2004: 869-873). Another section, which has been boosted by the innovation at the YouTube is journalism. YouTube, being social media, it has highly been used to broadcast or spread the news to all corners of the world. If anything like breaking news happens in any place in the world, its video clip is uploaded to YouTube where a large number of viewers get the information within a very short period(Enokola & Othaigbe 2011: 377-399). This has caused the creation of awareness amongst the people and it has enabled them to be enlightened on what is happening in the whole world. YouTube has also promoted the invention of new ideas or technologies. This is possible because geographically distributed artistic are selected and assembled to perform then the performances are mixed in a single work without the performers being physically meeting each other. Talented individuals have used the internet to bring together people with different ideas and have created crowdsourced YouTube videos to encourage donations and support(Merle & Jensen 2010: 8671-9781). YouTube has helped in exposing the wrong deeds of prominent people or hidden places. Good examples are the death of Iranian student during the 2009-2010 Iranian election protests and the video Innocence of Muslims which was produced privately within the United States (Mahmoud, 2013: 1072-1077). It (YouTube) has also played a significant and important role in the political field.it has provided political ideas to the politicians. It was awarded a 2008 George Foster Peabody Award after it was termed as speaker’s corner that promotes democracy. YouTube also served as a platform for individuals’ voice. This was out of their views about the elections in Russia (Astigarraga, 2011: 542-547). Several cases have also been trending in the YouTube concerning politicians who are immoral regarding corruption or doing something, which is against the human rights. This website company has also been used to expose the failures in various governments of different countries around the world. By so doing, it has helped to discipline such governments directly or indirectly through the citizens of such countries who demonstrates demanding the government to change its way of ruling and rule in the right way(Enokola & Othaigbe 2011: 377-399). Lately, YouTube has banned the sharing of video clips that shows molestation of people or that which is against the human right. Also, pornographic films or video clips have been banned from the YouTube website something which has boosted a lot in the fight against immorality and violation of human rights (Gerrit 1999: 90-83) YouTube and Management of Intellectual Property Intellectual property issues at YouTube Intellectual property (IP) is the creations of mind such as the invention of new ideas, artistic works, symbols, names, designs used in commerce amongst others. Intellectual property is protected by the laws such as copyright, trademarks, and patents(Merle & Jensen 2010: 8671-9781). These helps the innovators earn recognition and financial benefits from what they have invented or created, the intellectual property system is aimed at fostering an environment in which creativity and innovation can flourish (Buck, 1996: 1522-1532). The World Intellectual Property Day The on April 26 every year is celebrated to promote discussion of the role of IP in promoting or encouraging innovation and creativity. There are several reasons as to why Intellectual Property should be protected and supported. One of the reasons is that the progress of humanity relies on the creation and invention of new ideas and technologies (Marikanis et al., 2013). Secondly, it encourages the commitment of additional resources to further innovation. Another reason is that it promotes economic growth, creates new jobs, industries and improves the living standards of the inventors (Mancuso & Bustaffa 2006: 107-110) YouTube, being one of the most viewed websites also has intellectual property issues. The innovators and inventors of YouTube are protected by the IP laws which help them enjoy recognitions and financial benefits (Merle & Jensen 2010: 8671-9781). When an innovator creates a new idea which is then implemented in the YouTube website, then he or she benefits from the innovation financially and through recognition. Also, the inventors of YouTube have benefited a lot from their great work. They sold the website to Google which is the highly ranked search engine in the world. It is believed that the inventors Steve Chen, Chad Hurley and Jawed Karim have enjoyed financial benefits from their excellent work. They sold their invention for about 1.65 billion dollars to the search engine Google (Astigarraga, 2011: 542-547). Similarly, innovators at YouTube have enjoyed IP benefits. When one comes up with a new idea and passes the tests of YouTube terms and conditions, then he or she is allowed to sell the idea to YouTube, which is a Google owned company. This has promoted and encouraged the invention of new ideas and technologies in the world of social media. Techniques that are used to manage intellectual property issues at YouTube Intellectual property is terms used to describe intellectual assets. Such assets include artistic works, designs, publications amongst other inventions. These devices are increasingly making up a large proportion of company’s worth(Astigarraga, 2011: 542-547). The management and protection of these assets have been a commercial imperative that requires the development of aaa number of practices that are encompassed within fields of intellectual property management. Bodies have been formed to manage intellectual property across the world. These agencies or organizations ensure that the investors enjoy the benefits of their work. It is made possible by setting up intellectual property laws which govern and protect investors from the world(Merle & Jensen 2010: 8671-9781). Various inventors and innovators have developed collaborations and organizations across the world with the aim of boosting and promoting their new ideas. Through this, the inventors and innovators can share ideas amongst themselves. The group also helps in the provision of protection to the rights of ownership to the inventors and innovators thus ensuring that they enjoy the benefits of their work (Marikanis et al., 2013). Lawsuits On matters pertaining copyright, the primary distinction to get across to students is the difference between the expressions of an idea. YouTube Copyright protects the expression but not the idea. For instance, in YouTube, Ideas and expression can join up so that some ideas can only appear to have one expression. The most vital, recent change in copyright is the Digital Millennium Copyright Act (DCMA). This act gives two significant provisions which include the “safe harbor” that is provided by ISPs and other search engines that take down infringing content and the provision that is breaking encryption codes that protect intellectual property(IP). YouTube in collaboration with Google has invoked a safe harbor provision in the lawsuit on YouTube videos by Viacom. Patents are used to protect ideas for a limited period. Enterprises use patents as the most controversial electronic-commerce-related changes in patents. Viacom’s $1 billion lawsuit was against YouTube site for airing videos watched in the U.S. The lawsuit ended after seven years when YouTube agree to air only licensed programs (Reuters, 2016). New Jersey Turnpike Authority also filed a lawsuit about a single video taken by a camera on the way, which saw a man die in a road accident and the video, was all over YouTube. The lawsuit later ended after New Jersey Turnpike Authority told the court to dismiss the case (Bryant, 2008). Grisman also filed a class-action lawsuit against YouTube in 2007. Grisman’s attorneys later requested a voluntary dismissal of the lawsuit. However, no reason was provided in the court documents (Bryant, 2008). Trademarks have also been used to help in identification and distinguish goods in the market, for instance, the YouTube platform. They play a vital role in branding. Electronic commerce has created arenas for the naughty behavior of the violators of the trademark. YouTube has made this better by making the basic concepts of intellectual property understood to all. It good is to debate whether the community would be better off without intellectual property law or not (Chesbrough & Appleyard 2007: 57-76). YouTube applies the Intellectual property laws since they restrict the flow of music, ideas, and other forms of expression in video content (Dodgson, 2012). However, these same laws incentivize people to create and make an impact on them. YouTube has helped in exposing the wrong deeds of prominent people or hidden places. Good examples are the death of Iranian student during the 2009-2010 Iranian election protests and the video Innocence of Muslims which was produced privately within the United States (Mahmoud, 2013: 1072-1077). The video platform, YouTube, started to give the ability for its users to commercialize creator-owned content since May 2007.The program was based on a share of the returns accrued by the online ad spaces that are purchased by business partners with incidents pertaining Intellectual Property Rights (IPR). YouTube also brought the use copyrighted material in video creators. This has been causing much trouble on how artists who do not have sufficient education on the topic would deal with its mechanisms. It is from the actual share of returns to the material fairness that the use of on online channels arising from pop-culture, nicknamed YouTubers, the platform, and its creators, frequently engage in conflict and often appear to show clear communication issues. On top of that, YouTube legislation that regards copyrighted content use still changes from day to day. This makes it difficult for board and users to determine whether work is defined off-limits or not (Trott 2008). Having some videos are still erased without any substantial explanation to why it was deleted up to months after it was posted online (Kudang et al. 2006) However, the creators of such videos had stayed just to the regulation when they shared said content. YouTube has greatly gained popularity in the recent years. Its popularity began rising since 2005 when a Forrester researcher analyst termed it as the largest video platform in the whole world. It has, in the recent years, taken another dimension in the year 2012 when it was ranked world’s second most searched engine. Google has to have pioneer rights in management initiative that protects, organizes, and disambiguates the world’s digital Intellectual Property information for them to do YouTube Red right. In this encounter, a database of the ownership rights metadata has never been gotten a successful compilation, but if anybody can do it, then it is only Google. Google are on the top of the totem pole when it comes to sheer technological capacity, content, and they also have the capability to fund a project of this scope. But it is not certain of Google can help YouTube solve IP problems. In YouTube, the inventors; Steve Chen, Chad Hurley, and Jawed Karim have enjoyed the financial benefits and recognition benefits because of the laws of intellectual property. Without this legislation and the intellectual property management bodies, then maybe these YouTube inventors might not have enjoyed the benefits mentioned above (Astigarraga, 2011: 542-547). Similarly, Google, which now owns YouTube and is the highly ranked search engine in the world has ensured that there is the protection for inventors and innovators. YouTube is in the primary line to fight against plagiarism or piracy (Kudang 2006). It is also ensuring that the creators enjoy their efforts in their work. By doing so, it has promoted the invention of new ideas in the artistic work, design, imaging, innovation in technology amongst other areas (Marikanis et al., 2013). This has made the field of social media gain popularity all over the world. Results of intellectual property issue at YouTube Intellectual property, which involves innovations and inventions of ideas such as in artistic work, design technology, and other works, has been majorly boosted over the recent years. Laws governing intellectual property issue have been passed to protect investors and the originality of their work (Marikanis et al., 2013). The managing bodies to punish those who violate intellectual property originality use these rules. Issues like plagiarism, faking, piracy among others have been encountered in the field of innovation and inventions. In YouTube, these laws have been used to ban the uploading and sharing of video clips that are not original work and those that are against the human rights (Merle & Jensen 2010: 8671-9781). This has boosted the morale of innovators and inventors, and it has made them enjoy their effort in the great work they have done. YouTube has applied the intellectual property laws to fight against violation of human rights. This has been made possible by banning sharing and uploading video clips, which are because of an act that was against the rights of people (Lillie 2008: 267). Issues like rape video clips, others showing killings of people have been banned from being shared or uploaded in the YouTube. This has highly ensured that the victims are not victimized or stigmatized by their: friends, relatives or fellow citizens who come across the video clips in the YouTube (Astigarraga, 2011: 542-547). Also, due to the exposure of failure of various governments in the YouTube like corruption cases, YouTube has been able to help the involved governments correct their mistakes (Maital & Seshadri 2012). Conclusion In conclusion, YouTube, being one of the leading website companies in the world has highly promoted innovation and invention of new ideas. Through its intellectual property issues management, it has been able to give innovators and inventors the ability to enjoy the benefits of their work (Corazza 2013: 317-323). In addition, YouTube has promoted the growth of creativity in the field of video creation and sharing. Governments (and especially the failed governments) have been forced by certain circumstances to change their poor leadership skills after they have been exposed in the YouTube. On the other hand, the fight against violation of human rights has been highly promoted by YouTube governing body, which bans the sharing of video clips suggesting the breach of the human rights (Anthony 2012). It has benefited investors by prohibiting ownership of articles, which are not of original work of a person. YouTube has, also come up with ways to curb pornography content to be watched by online users. YouTube invented a filter the machine that detects obscene content, and it has been able to limit pornography watching. Considering the advantages and disadvantages of the Innovation, the benefits have seemed to be more than the disadvantages, hence, a good reason for us to embrace and safeguard innovations. It is there seen that all through history, YouTube has majorly relied on innovation as a tool to prosper and meet the customer demands. YouTube has managed to garner its vast and overwhelming number of viewers by the multiple ranges of change. 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