Intangible assets as “nucleus” of process innovation

The present paper adds practical experience to the current IP literature and shows a case study upon a start-up company from Romania benefits of its intangible assets in increasing its competitiveness performances, showing how technology-focused SMEs can use IP effectively to support their business models. So, we provide practical means for understanding one practical way in which an innovative SME profits from patents and standards for creating value, also revealing a good practice in IP strategy and management (awareness and involvement at senior management level, pragmatic and innovative use of the flexibility offered by IP) and facilitating the transfer of knowledge of one IP strategy and management associated to a real innovative business example.