ipm – an element of ie education ? prof. krzysztof santarek warsaw university of technology...
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IPM – an element of IE education ?
Prof. Krzysztof SantarekWarsaw University of Technology
AIM'2008 ConferenceZürich, 25-28.09.2008
Changes, trends
- globalisation- new business players- new technologies /innovations- environmental issues- raw materials- new demands, new markets- ....- nobody is capable to do everything alone- urgent need for new business models
Closed paradigm for managing industrial R&D
Closed innovation
Changing patterns of R&D outsourcing
Open innovation
Open innovation, today
individual institutional COMPANY
P
RO
– P
ub
lic
Res
earc
h O
rgan
isat
ion
s
ind
ivid
ual
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nst
itu
tio
nal
Scales of collaboration between PRO’s and companies
R&D
- research needs freedom
- ... basic knowledge
- Nobel Prize
- target : publications,
citations, ...
- ...
Business
- formal procedures
- ... new products
- time to market
- target : income from
new products, ...
- ...
Two parallel universes
IP is a hidden (intangible) asset
IP has a certain value (in a balance sheet)
Patent / trade mark as a product
IP is tuft (know how, brand name, etc.)
C-level (upper level management responsibility eg. chief executive officer, chief scientist, ...)
Intellectual Property - IP
ability of exclude
expected use
ability to enforce
Measures of the business quality of the IP
IP value creation - R&D people
IP value protection - legal people (lawyers)
IP value extraction – business people
IP protecting – what ?
trade mark ®(brand name)
patent(can opener)
trade secret(beverage)
patent (method of metal forming)
copyright © (graphical design
of a can)industrial design(can form)
IP protecting – what ?
IP protecting – why ?
protect what is important for your business, for your customers not only what is original (novel)
IP – ability to keep competition out of attractive markets„blocking patents”
don't patent invention – protect your road map, markets, competitiveness
no market = no reason for patenting
not all patents/trade secrets offer equal value
doe's holding them advance companies their business plan ?
patentable
workidentified
file patent
completedevelop
ment
identify/research market/
customer needs
begin marketin
gproduct
or service
releaseproduct
IP protecting – when ?
Source: EPO Scenarios
The classic patent system Blockage of the classic patent system
The classic patent system and its disadvantage
function
financialdimension
pendency
scope of patent claims
maximum patent terms
technical infor-mation content
up-front costs
renewal fees
patent invalidation
enforcement
Securing lead timeFreedom to operate
Bargaining chipsLicence revenue generation
Promotion of innovation/technological diffusionand increase of technical information
High profit generationthrough IP
Low deadweight loss dueto monopoly pricing
Long (in sometechnical fields)
Short
Broad Narrow
Long Short
Low High
Low High (to filter outlow quality)
Low High (to promoteearly abandonment)
Difficult Easy for low-qualitypatents
Easy Balanced
Interests of patents applicants vs interests of societyPatent applicant wants Society wants
Different IP Models
Source: EPO Scenarios
Legal-led vs business-led IP protecting
- precize - entreprenerial
- methodical - innovative
- risk adverse - risk tolerant
- passive - proactive
- IP for defence - IP for offence
visionary
integrated
profit center
cost control
defensive
80 % of today’sIP owners
15 % of today’sIP owners
5 %
How do I manage my IP ?(minimise risk)
How do I cut costs ?(a path to cost reduction)
How do I make money ?(a path to value generation)
How do I align IP with business ?(IP as a product – open innovation)
How do I use IP to changethe direction of my business ?(a path to enhance strategic value)
IP Management hierarchy
advances infundamental knowledge
technologyimprovement
measurementresults / impact
Intellectual Property Management for Poland project goals
- establishing of common standards of IPM accepted by partner
Universities
- identification of best practices of IPM
- new MSc curricula (3-4 semesters)
- curricula for postgraduate studies (1-2 semesters)
- curricula for short training cources
target market:
- students of different but complementary (in terms of IPM
requirements) disciplines : law, economy, management, engineering,
life sciences, medicine, ...
- scientists, researchers, engineers, lawyers, ... dealing with IPM issues
IP Management – project partners (academia)
Jagiellonian University.Cracow
University of Warsaw
Warsaw Universityof Technology
Main School of Commerce,Warsaw
Academy of Life Sciences,Warsaw
Academy of Medicine,Łódź
engineeringeconomics
finance
law
management
lifescience
medicine
IP Management – project modules