THE IMPACT OF THE APPLICATION OF INTERNATIONAL STANDARDS FOR INTELLECTUAL PROPERTY RIGHTS - A NEW CHALLENGE OF THE KNOWLEDGE ERA Abstract: The Anti-Counterfeiting Trade Agreement (ACTA) is a multinational agreement for the purpose of establishing international standards for intellectual property rights enforcement. Disguised as a Trade Agreement, ACTA is far broader in scope. The agreement aims to establish an international legal framework for targeting counterfeit physical goods, such as medicines and violation rights on the Internet, creating a new governing body outside existing forums (World Intellectual Property Organization). This study comprises research on the importance of the E.U. multinational companies dealing with the valuation of their intangibles, analyzing some aspects that will positively or negatively affect values such as brands, movies, software, and other components of the intangible assets. By debating on ACTA interact with the intangible assets managed by a company; having in mind the tremendous importance of these assets, from juridical and financial view, the results are revealed by the for or against arguments. So enforcing international intellectual property rights standards becomes a crucial challenge of the knowledge era

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