Creative Technology Limited (Creative) is a living legend in the global electronic industry with many subsidiaries around the world. It is actively engaged in research and development (R&D) especially in information technology (IT) and developed several breakthrough products. Creative has over the years, protected its intellectual properties diligently and has been involved in numerous lawsuits. In addition to showing its determination in defending its intellectual properties, these lawsuits have protected its market share of sound cards, gained compensation for its loss of sales in MP3 Players and recouped some of its R&D expenses on Zii processors. However, Creative’s revenue had declined through the years from the peak of USD 1.2 billion in the year 2001 to USD 100 million in 2015, a drop of more than ten folds. Using lawsuits to protect its intellectual properties is proving to be ineffective.
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