• SanYu Special Exhibition: The Value Conversion of Intellectual Property by Multi-media Shiyi Corporation

Abstract

This case explores the museum (intellectual property owner) within in the creative industry who has commissioned MSC (Media Sphere Communication, also known as MSC) as their gift shop retail store operator to integrate the stakeholders of the industrial value chain. As such, they aim to utilize the “Sanyu Special Exhibition”, and by doing so, jointly transform Sanyu’s intangible creation intellectual property (hereinafter referred to as IP) into valuable capital.

The museum is a leader in the creative industry and a breeding ground for culture and art. In the past, the primary source of museum revenue was mostly admission tickets and corporate donations. However, the reduction of government budgets and corporate sponsorships has led to the transformation of museums themselves into "commercialization" operations. Therefore, digital IP licensing resources have emerged accordingly, with digital art licensing becoming the newest source of revenue. This development is in line with the popular use of cultural and aesthetic IP elements in enterprises to add value to the enterprise products and services.

Today’s management will have to face more interdisciplinary challenges. Therefore, the traditional “input equals output” (1+1=2) concept has become obsolete. In response, this case study examines MSC, who is not merely acting as an agent for licensing goods, but also as an integrational orchestrator of stakeholders in the licensing industry. MSC forms a network ecosystem which aims to co-create value and successfully transform Sanyu’s intangible IP assets into effective tangible capital.

Keyword: Value Chain, IP Licensing Industry, Sanyu Special Exhibition, Museum Curation, Value Ecosystem