El complejo fenómeno de la globalización exige que en el ámbito empresarial se adopten medidas innovadoras, destinadas a diferenciar las propias ofertas frente a la estandarización general de productos y servicios. Este estudio presenta la innovación como una de las claves estratégicas de las empresas actuales. Desde este enfoque, se analiza el origen y significado de la acción de innovar y se plantean las estrategias de protección y comunicación que las empresas pueden desarrollar ante una idea innovadora. Iván L. Sempere Massa es profesor en el Departamento de Derecho Mercantil y Procesal de la Universidad de Alicante y Eva Toledo Alarcón es profesora en el Departamento de Economía Financiera, Contabilidad y Marketing de la Universidad de Alicante. Ambos son socios de PADIMA. El volumen ha contado con la colaboración de la abogada Eva del Valle Serrano.
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