Intellectual property is increasingly central to business growth and competitiveness—particularly for companies built on technology, software, services and brands. That was the focus of a recent PwC Cyprus event in Limassol, which also launched a new forum for professional exchange.

A New Forum For Business Dialogue

Held on Wednesday at the Amathus Hotel, “Strategic Intellectual Property Management & Valuation” was the inaugural gathering of PwC Cyprus’ Limassol Insights Series. The initiative aims to bring business professionals and leaders together to share knowledge, discuss ideas and build lasting professional connections.

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Discussions explored how companies can identify, protect, manage and value intellectual property. Participants considered the contribution of intangible assets to business value, as well as how effective IP strategies can help organizations uncover new opportunities for growth.

Connecting IP Strategy With Business Strategy

Professor James Conley of the Kellogg School of Management at Northwestern University joined the event to discuss strategic intellectual property management and its relationship to broader business strategy.

The subject is particularly relevant to businesses whose competitive advantage depends on assets that may not appear on a balance sheet in the same way as physical property. Technology, software, brands and specialized expertise can all contribute substantially to a company’s ability to attract investment, grow and compete.

Recognizing The Value Of Intangible Assets

Tony Hadjiloucas, Partner and Head of PwC Cyprus’ Limassol and Paphos offices, said intellectual property had become one of the most important assets for many modern businesses, especially those in technology, software and services.

“However, its value is not always fully recognised, and opportunities for its commercial exploitation often remain untapped,” he said.

Hadjiloucas noted that Cyprus is home to a growing number of international businesses with significant expertise and intangible assets. He said such assets represent around 90% of business value, underscoring the importance of managing them strategically.

That management, he added, goes beyond protecting legal rights or considering tax planning. It can also support business growth, help attract investment and strengthen competitiveness.

Building Connections In Limassol

The Limassol Insights Series is part of PwC Cyprus’ wider effort to encourage discussion of strategic business issues and strengthen professional relationships in the city. Its launch reflects a broader recognition that, as business value increasingly rests on intangible assets, understanding how to manage and realize that value is becoming a competitive priority.