The same applies whether it's somebody else's or your own. Is it significantly more creative to continually milk a character you made 40 years ago? How about a character your company made before you even started working there?
There are indigenous tribes who assign ownership of stories and songs to particular people/families. Retelling them without ownership or permission warrants punishment.
The idea of ideas being property is as human as anything.
The only thing that is human about corporations is the people that make them up. There's a several order of magnitude gap between a few people/families in tribes compared to them.