A long-time dominant position of protective features in the intellectual property (IP) rights has been neutralized by their commercializing possibilities. Patents, trademarks and other forms of IP are increasingly being seen as trading assets rather than protection agents. The economic approach to intellectual property emphasizes the material value of intellectual property, which can be appropriated only if that property is used economically, regardless of its actual legal protection status. National institutions dealing with IP rights need to have a continuous service-oriented approach with developing new and specialized services to facilitate the needs of societies which tend to base their competitiveness on the strength of knowledge they possess. The process of transformation to a knowledge-based economy demands that companies fully understand and take advantage of the IP system, which is where business support institutions can provide assistance. A contribution to the increase in the use of the IP system by Serbian companies in recent years can be attributed to the introduction of new services by the Intellectual Property Office of the Republic of Serbia.

Managing the entire portion of knowledge in an organization is a challenging task. At the organizational level, there can be enormous quantities of unknown, poorly valued or inefficiently applied knowledge. This is normally followed with the underdeveloped potential or inability of organizations to

A B S T R A C T Objective:In the technology and knowledge intensive industries, innovation and knowledge use are key elements for competitiveness. Organisations are oriented towards increasing their potential for exploiting innovation and developing knowledge base internally through various techniques employed. This research aims at analysing the relationship between the dynamics of knowledge use and innovation efforts of organisations. Research Design & Methods:The methodology included quantitative and qualitative research method based on a survey, while the data of this research were analysed with the application of descriptive statistical method (variance). Findings:The results of the study suggest that realised innovation correlates with the use of knowledge in organisations and that an increase in research and development activities, as well as in patented and non-patented products or services will likely lead to an increase in the volume of internal knowledge use by employees. Implications & Recommendations:The results of this research can be useful for researchers and practitioners in technology and knowledge intensive industries. The findings can be used as a basis for adjusting organisational policies towards developing competitiveness based on the enhancement of the use of existing knowledge and by developing innovation strength. Contribution & Value Added: This paper is a valuable contribution to research fields of organisational management, innovation management, knowledge management, absorptive capacity, and especially innovation management. Article type: research paper

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