Jacob H. Rooksby

Sue U.

“What business are we in?” Christie Hefner—president, chair, and CEO of Playboy Enterprises from 1988 through 2009—challenged attendees at the 2012 annual meeting of the Association of University Technology Managers (AUTM), being held just outside of Disneyland, to ask themselves this deceptively simple question. While Playboy’s business no doubt would make Mickey Mouse blush, Hefner’s question to those on the front lines of the university patenting and licensing community bears studied reflection by a much wider audience.

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