* the context of the valuation: this includes the technological, social and environmental impact of the IP to be valued, and how end products may be created through its use. Further, how does the brand create valuable goodwill in the tangible world of real products?
* the context of the marketplace: placing the valuation in a context of time and space, with synergies with other items of the IP portfolio and how they might augment market penetration. Also, how the IP affects the relationship of Tata with its business partners;
* risk and the sustainable nature of the IP's value. This includes the risk of litigation and the risk of poor market performance.What of the future? Tata's philosophy is the continuous promotion of creation within its organisation (300,000 employees spread through 50 countries), looking for opportunities to make profit by taking new ideas to the marketplace. It is impossible to do everything in one go, everywhere, so priorities must be established and areas identified in which Tata can be a pioneer.