STEP 1 - IDENTIFY INTELLECTUAL PROPERTY AS AN ASSET

DEISY CAROLINA MARTIN CASALLAS, COD. 1077149091

ODAR GERMAN RINCON, COD.

JUAN CARLOS BELLO, COD. 80545898

GROUP:

212032_7

UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA - UNAD

VALUATION AND NEGOTIATION OF TECHNOLOGY

2020

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 1. INTRODUCTION

Digital transformation refers to the set of changes that companies and organizations must

implement in their structure and business model to adapt to the cultural characteristics of today's

society and the new generations, marked by technological innovation, especially computing. The

digitization level in our daily activities increases more and more rapidly: purchases, bank

transactions, procedures, consultations, etc., we do everything online. And if something does not

work as expected, we will always find more immediate options, so we will not hesitate to go with

the competition if it offers us what we are looking for, ease or better service. We live in a

digitized world and we expect technology to continuously work for us. That is why, based on

research led by the university tutor (UNAD) and organizations in all business sectors, they must

adapt and invest in advances that satisfy both employees and consumers. It is not just about

“being on the Internet”, but rethinking the very essence of the business or organizational

objective and the way in which this relates to the life of today's citizens, their needs and

preferences in terms of how to solve problems and undertake your goals. Everything is marked

using the Internet and information technology.

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 2. OBJECTIVES

Analyze the importance of intellectual property rights protection as a differentiating factor to

stand out in competitive markets.

Improve the customer experience and increase the competitive advantage of the business

organization. Furthermore, digital transformation aims to improve the way of doing business.

However, this change does not happen overnight; You need a strategy and tools that support

strategic goals in computing.

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 TABLE OF CONTENTS

1. INTRODUCTION.............................................................................................................................................................. 2
2. OBJECTIVES...................................................................................................................................................................... 3
3. GENIALLY VIDEO PRESENTATION FOR EACH STUDENT.............................................................................5
3.1. Oscar German Rincó n.......................................................................................................................................... 5
3.2. Deisy Carolina Martin Casallas........................................................................................................................ 5
3.3. Juan Carlos Bello................................................................................................................................................... 5
4. SCREENSHOT OF THE GOOGLE FORM SUBMISSION FOR EACH STUDENT...........................................6
4.1. Oscar German Rincó n.......................................................................................................................................... 6
4.2. Deisy Carolina Martin Casallas........................................................................................................................ 6
4.3. Juan Carlos Bello................................................................................................................................................... 7
5. CONCEPT MAP FOR EACH STUDENT..................................................................................................................... 8
5.1. Oscar German Rincó n.......................................................................................................................................... 8
5.2. Deisy Carolina Martin Casallas........................................................................................................................ 9
5.3. Juan Carlos Bello................................................................................................................................................. 10
6. RESEARCH PROBLEM DESCRIPTION DIAGRAM ONE PER GROUP.........................................................11
7. REFERENCIAS............................................................................................................................................................... 12

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 3. GENIALLY VIDEO PRESENTATION FOR EACH STUDENT

3.1. Oscar German Rincón

https://view.genial.ly/5e602ebb0d2c4e04219db477/video-presentation-intellectual-property

3.2. Deisy Carolina Martin Casallas

https://view.genial.ly/5e66b403f952876a50a877ec/presentation-intellectual-property-ip-patents-
by-deisy-carolina-martin-casallas

3.3. Juan Carlos Bello

https://view.genial.ly/5e6992bb9a9cee6f280474ae/video-presentation-identify-intellectual-
property-as-an-assetjuancbelloh

5
4. SCREENSHOT OF THE GOOGLE FORM SUBMISSION FOR EACH STUDENT

4.1. Oscar German Rincón

4.2. Deisy Carolina Martin Casallas

6
1.3. Juan Carlos Bello

7
 5. CONCEPT MAP FOR EACH STUDENT

5.1. Oscar German Rincón

8
5.2. Deisy Carolina Martin Casallas

1.3. Juan Carlos Bello

9
 Brands

Visual
It is a title that grants the Phonotype
identifier
Functions Characteristics exclusive right to the use of a
sign for the identification of a
product.

Advertising It must be simple

Importance Descriptive Isologist

Distinctive Practice

Symbolic
It is to Logo
distinguish a
Quality Indication Memorable product from
others to
attract the Patronymic
attention of the Imagotype
consumer
Represents origin of the while
company or service Euphony maintaining its
quality. Adjective
1
 Packing

It is Its importance Its function is

For A product is delivered For your

protection.

With
Preserve the
Contain
product And for your
promotion.

An excellent presentation and in

good condition for your office.

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 6. RESEARCH PROBLEM DESCRIPTION DIAGRAM ONE PER GROUP

 How to promote digital transformation in Colombian enterprises?

The adoption of new technologies allows companies to optimize production
processes and make them more competitive to find more markets and better serve
customers, this makes the economy grow, also its impact translates into benefits
such as market expansion, improved decision making and encourage innovation
constantly, makes a change of attitude and culture.
The impact of digital technology is now felt not only in the Business Department,
but throughout the organization, thus creating a huge digital skills gap in all areas
where some of these tools are used: the use of mobile technologies, social
networks, data analysis and in general new technologies for improvements in the
financial system for a rapid response in the processes. This means that there is a
huge need to train staff with digital skills in short courses and workshops that

 Problem description
212032_7
Lack of budget and resources. Because Colombia is a country that geographically
ICTs are very slow in connectivity but this does not mean that there are no
relevant technologies to solve this problem but the other barrier the willingness of
the actors in the sector in this case the government providing investment for the
solution of this and companies joining the technological change thinking that this
will bring benefits to all.
Executive support The support of the top management of a company and the
executive committee is essential when making the decision to make the leap to
digitalization, this will improve the customer experience and operational
efficiency which is one of the objectives that this transformation has in the long
and short term in companies.
Experience and lack of knowledge. Some companies do not join the technological
change so there is still a big gap in the processes of technology adoption and it is
essential that every day professionals are trained in specific skills, which provide
them with the necessary digital skills, to positively impact the organizations and
sectors where they work, because these do not live the technological disruption as
it should.

 References

[ CITATION Joh12 \l 9226 ]

[ CITATION LaR19 \l 9226 ] 1

[ CITATION min20 \l 9226 ]

 7. REFERENCIAS

DELONG, J. V. (2018). PROPOSITION: Intellectual Property Must Be Protected, (pp 44-46). Obtenido de
http://eds.b.ebscohost.com.bibliotecavirtual.unad.edu.co/eds/detail/detail?
vid=0&sid=9e717998-3199-429e-8e21-fd6e3769f63d%40pdc-v-
sessmgr02&bdata=Jmxhbmc9ZXMmc2l0ZT1lZHMtbGl2ZSZzY29wZT1zaXRl#AN=131307271&db=f
5h

Kuada, J. (2012). Research Methodology : A Project Guide for University Students. Obtenido de The
Project Work Process:
http://eds.a.ebscohost.com.bibliotecavirtual.unad.edu.co/eds/ebookviewer/ebook?
sid=55ccb282-1967-4843-8f1f-37a48f025794%40sdc-v-
sessmgr02&ppid=pp_38&vid=0&format=EB

La Republica. (28 de 09 de 2019). Colombia, ¿país sin conectividad? Obtenido de

https://www.larepublica.co/analisis/juan-carlos-montes-cadavid-2551471/colombia-pais-sin-
conectividad-2914902

Mc Manus, J. P. (2012). Intellectual Property : From Creation to Commercialisation: A Practical Guide for
Innovators & Researchers. Obtenido de 3.FORMS OF INTELLECTUAL PROPERTY:
http://eds.b.ebscohost.com.bibliotecavirtual.unad.edu.co/eds/ebookviewer/ebook?
sid=bc905f55-4bf9-4482-a8ee-32f4e710e7c6%40pdc-v-sessmgr02&ppid=Page-__-
20&vid=0&format=EK

mintic. (08 de 01 de 2020). mintic.gov.co. Obtenido de

https://www.mintic.gov.co/portal/inicio/Ministerio/Viceministerio-de-Economia-
Digital/Direccion-de-Transformacion-Digital/

Rodney D. Ryder, A. M. (2014). Intellectual Property and Business. Obtenido de The Power of Intangible
Assets (pp 5-7):
http://eds.b.ebscohost.com.bibliotecavirtual.unad.edu.co/eds/ebookviewer/ebook?
sid=812e3b88-ef31-4858-a260-6220c6f52f45%40sessionmgr102&ppid=pp_7&vid=0&format=EB