世界知识产权组织杂志，2012年第5期（10月）

Maintaining relevance in a changing worldp.2|handMadeinthailand: building brands for local coMMunitiesp.8buildingsouthafrica’s innovation ecosysteMp.13 Contents p.2Maintaining relevance in a changing world:an interview with WIPO DirectorGeneral Francis Gurryp.8Handmade in Thailand:building brands for local communitiesp.13Building South Africa’s innovation ecosystemp.17Singapore: a home for innovationp.22Sporting goods and the sports businessp.28Costa Rica builds respect for IP rightsp.31Cola brands rearm with musicp.33CULTURAMA: a journey through timep.36UK’s growth agenda includes tax relieffor innovation and IP Editor:Catherine JewellGraphic Designer:Annick DemierreCover image:CSIR Maintaining relevance in aChanging world: an interview with WIPO Director General Francis Gurry Ahead of WIPO’s annual meeting of member states fromOctober 1 to 9, 2012, Director General Francis Gurryshared his views withWIPO Magazineabout some ofthe key challenges and opportunities that are likely toinfluence the future evolution of the international intel-lectual property (IP) system. A major task is to provide effective support toimprove theparticipation of developing countries in the IP system.As countries seek to add value to their national resources andintellectual assets, IP becomes increasingly relevant and ourmember states’ needs evermore sophisticated. The Organiza-tion, therefore, needs to ensure it delivers the required levelsof service and assistance. What are the key priorities for the Organizationmoving forward? Finally, we need to serve asa major provider and coordina-tor of global IP infrastructureto improve the efficiency withwhich the IP system operates, as well as its broad accessibilityand use, and where appropriate to advance defined publicpolicy goals. Significant progress has been made in manyareas (see pages 6 and 7). The Organization’s priorities lie in four main areas – maintainingrelevance, ensuring the viability of WIPO’s global IP services,providing effective support to improve the participation ofdeveloping countries in the IP system and serving as a majorprovider and coordinator of global IP infrastructure. What is the significance of the Beijing Treaty onAudiovisual Performances? The overarching objective in a rapidly changing world, charac-terized by major shifts in the use of technology, is tomaintainthe relevance of WIPOas the global forum for IP issues. Wehave to maintain our role in economic rule-making. The recentconclusion of the Beijing Treaty on Audiovisual Performances(the “Beijing Treaty”) was an important breakthrough, but wehave to ensure that the multilateral system that WIPO overseescontinues to deliver on the other issues that are reaching ma-turity. This is particularly important now when so much is hap-pening in the field of IP within so many different policy-makingspheres at national, bilateral, regional and multilateral levels. The Beijing Treaty is a good thing for actors, for IP, for WIPO,for China and for multilateralism. It is a win all round. Althoughmember states have concluded three other treaties since 1996,these address areas of procedural law. The Beijing Treaty isthe first substantive IP law treaty in 16 years. It is a further step in the development of the international le-gal framework for copyright and more broadly to re-kindlingconfidence in the treaty-making process. The Beijing Treatybrings the rights of audiovisual performers and actors intoline with those available to authors under the WIPO CopyrightTreaty (WCT) (1996) and to musicians, recording artists andrecording organizations under the WIPO Performances andPhonograms Treaty (WPPT) (1996). We also need to ensure theviability and primacy of WIPO’sglobal IP servicesby expanding their geographical coverageand the range of services offered. The Patent CooperationTreaty (PCT), with 146 contracting parties, is a truly globalsystem. The next three years will see a marked expansion ofthe Madrid System for the International Registration of Marks.Similarly, over the next five years, membership of the HagueSystem for the International Registration of Industrial Designsis expected to grow. The remaining issue to address in completing the 1996 platformis updating the rights of broadcasting organizations. In the Julysession of the Standing Committee on Copyright and RelatedRights (SCCR), member states signaled their willingness tomove forward on this issue, which is very promising. I hopethat we can achieve the same alignment of interests (betweenbusiness, civil society and governments) on this question, aswe did in concluding the Beijing Treaty. Civil society and theprivate sector make an enormous contribution to the treaty-making process. At the end of the day, member states willonly move forward on an issue when they detect a level ofcomfort on the part of the people they represent. If one of themajor interest groups is not on board, achieving internationalagreement can be very difficult. Signific