Industry sector: Electronics
While Creative Technology has withstood considerable swings of fortune over the past 20 years, its commitment to IP value creation has not wavered. The company played a pivotal role in the development of the MP3 standard in the early 2000s and remains a dominant player in the PC sound card industry. The financial crisis prompted a rethink as it shed non-core businesses and pared back its global workforce from a peak of 5,000 to a current staff of over 1,000 – a move which has only been of benefit to the IP team. In the past, as the company pursued growth opportunities in new markets such as China, communications between these new outposts and its Singapore global headquarters were sporadic and there were no coordinated R&D or filing strategies. Today the IP function has been centralised, with a coherent reporting structure and a joined-up approach to intellectual property from product conception to launch.