Intellectual property is an essential element of innovation. In order for innovative businesses to introduce intellectual property into the global market, strategic management and protective policies are necessary. The book looks at the dynamics and challenges of managing intellectual property.  The book details effective strategies for balancing intellectual property innovation and marketing in the public domain, with effective acquisition and protection of ownership rights.  The book is comprehensive, advancing from the history of these issues from a global perspective to future challenges that face pioneering global business models.

As it pertains to my project, the book describes Google as a visionary company that, despite the legal accusations against the business giant, may have success in reshaping the future of copyright law (135).

Gollin, Michael A. Driving Innovation: Intellectual Property Strategies for a Dynamic World . New York: Cambridge University Press, 2008

Intellectual property is taking on new forms in the digital media market. Consumers are exploring their creative license through the use of multimedia service providers in unprecidented ways. This surge of consumer digital media use is also bringing to a head new conflicts between intellectual property rights Creative Commons, and Digital Rights Management. This book explores this phenomenon and the various ways in which major digital media service providers are being effected by this rapidly changing market environment. Overviews of the business performance, legal goings on, and multimedia services of such industry icons as Google, Inc., Metro-Goldwyn-Mayer, Sony BMG, Napster and more are discussed.

In reference to my project, the book looks at precident intellectual property cases and gives insights into how the concepts within the 1976 Copyright Act are applicable to the cases. The author also notes that Google has aside $200 million in escrow to deal with inevitable litigation, lists the various number of litigations involving YouTube, and notes that these cases will set important precedents for future review of copyright law as it pertains to Internet videos (253).

Rimmer, Matthew. Digital Copyright and the Consumer Revolution: Hands Off My Ipod. Massachusetts: Edward Elgar Publishing, Inc., 2007