【正文】 edure for obtaining protection as a trade secret ? protection is established by the secret’s characteristics efforts to protect it ? holders do not have exclusive “rights” to what prises the secret (someone could independently replicate the secret) Other Methods 37 Trademarks商標 ? What are Trademarks? Intellectual property rights that allow firms or others to differentiate their products services through the use of unique “marks” ? Marks allow consumers to easily identify the source quality of products/services 38 Trademarks (continued)商標 ? Most trademarks take the form of names, words, or graphic designs ? Trademarks also can be on the shape of packages, colors, odors, sounds ? Trademarks are the most valuable form of intellectual property for many firms ? A trademark should be suggestive of (but not describe) a product or product line 39 Trademarks (continued)商標 ? How do You Obtain or Disclose a Trademark (or ?)? ? no formal government procedure exists for establishing a trademark ? ownership is established by being first to use the mark on products ? a trademark can be lost if the mark bees a generic term or label (., “aspirin” or “cellophane”) 40 Trademarks (continued)商標 ? How do You Register a Trademark? ? a trademark can be registered in individual states or with the . Patent and Trademark Office ? a federal registration should be used if a product is sold in more than one state ? products with federally registered trademarks show the trademark acpanied by 174。 often difficult to transfer ownership ? Limited Partnership life determined by general partner。Chapter 3 ORGANIZING AND FINANCING A NEW VENTURE ENTREPRENEURIAL FINANCE 1 Chapter 3: Learning Objectives ? Describe the proprietorship, partnership, corporate forms of business ? Identify a limited liability pany (LLC) ? Describe the benefits, risks, basic tax aspects of various anizational forms ? Discuss the use of patents trade secrets to protect intellectual property 2 Chapter 3: Learning Objectives (continued) ? Discuss the use of trademarks copyrights to protect intellectual property ? Describe how confidential disclosure agreements employment contracts are used to protect intellectual property rights ? Explain how financing is obtained via financial bootstrapping through business angels 3 Forms of Business Organization 企業(yè)組織形式 ? Proprietorships （ 獨資企業(yè)） ? Partnerships（ 合資企業(yè)） ? General ?Limited ? Corporations （ 股份公司） ? C corporations ?S (or Subchapter S) corporations ? Limited Liability Companies (LLCs) ? （ 有限責任公司） 4 Proprietorships 獨資企業(yè) ? Proprietorship:獨資企業(yè)定義 business venture owned by an individual who is personally liable for the venture’s liabilities ? Unlimited liability: personal obligation to pay a venture’s liabilities not covered by the venture’s assets 5 Partnerships 合伙（資）企業(yè) ? Partnership:合伙（資）企業(yè)定義 business venture owned by two or more individuals who are jointly and personally liable for the vent