management of technological innovation 3rd edition ch9 保護創新
DESCRIPTION
This is the textbook presentation slides made by students from the course Management of Technology taught in fall 2011 at the Department of Business Administration, National Taiwan University. The textbook used is Strategic Management of Technological Innovation 3rd Edition by Melissa A. Schilling, New York University.TRANSCRIPT
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
保護創新
Presented by Group 08
2011/11/1 Fall 2011 BAA Management of Technology 1
Chapter 09
B97701204 謝弦甫
B97701208 王耀章
B97701209 洪慧慈
B97701212 簡志展
Course Lecturer: Prof. J. T. Chiang
Teaching Assistant: Hsuan-Yi Wu (Jen)
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
章節簡介
• 如何保護科技開發成果
-專用性
-智財工具
-營業秘密
-保護機制
• 運用智財的獲利模式
-完全專用系統&完全開放系統
-Advantages of diffusion
2011/11/1 Fall 2011 BAA Management of Technology 2
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
專用性
• 專用性的高低是表現出一個創新有多容易或多快速被模仿
• 會由其創新之想法(技術)本身達成的難易度,和定下的智財法來判定
• Know-How 的判定
2011/11/1 Fall 2011 BAA Management of Technology 3
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
智財工具
• 專利
• 商標
• 著作權
2011/11/1 Fall 2011 BAA Management of Technology 4
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
專利-特性
• 一定要“有作用”: 意即其必需為達成某一目地,解決某一問題或使某像程
序進步而設計
• 必需是新的: 在大眾的面前未曾出現過的
• 不是特別輕易即可達成: 需經過一段“不容易”的程序才能完成
2011/11/1 Fall 2011 BAA Management of Technology 5
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
專利-原則
• 把原有產品的某個部份更換材質
• 把原有的設備變大(小)
• 讓該產品攜帶更方便
• 替換掉某個在程序中的元素
• 改變其型體
2011/11/1 Fall 2011 BAA Management of Technology 6
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Paris Convention Priority & PCT
• Paris Convention Priority 為在國際間具有公信力的專利協定。
• PCT(Patent Cooperation Treaty) 一個短期的且在國內的一專利協定。
其最大特點是成本相對國際專利申請要低很多,雖然有時間的限制,但在申請國際專利前可以減少其花費。
2011/11/1 Fall 2011 BAA Management of Technology 7
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
商標-定義
• 用以區分與其他廠商產品來源不同的字、詞、符號、設計或指標。
※服務標誌:基本上也是一種商標,但主要用來區分服務提供者的不同。一般來說商標就可同時代表商標和服務標誌。
2011/11/1 Fall 2011 BAA Management of Technology 8
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
商標-效用
• 預防他人使用相似的標誌而造成消費者混淆。
•生效:
2011/11/1 Fall 2011 BAA Management of Technology 9
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
1.合法使用、不需登記即可產生效用
2.檔案建立時旋即開始商標登記的保護
但須定期更新 3.商標國際註冊系統:商標國際註冊 -馬德里協定 & 馬德里議定書
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
著作權
• 定義 是賦予著作保護的一種形式,包含文學、戲劇、音樂、藝術及其他文創工作內容。
• 生效 發生於合法使用時,無論作品是否被公開發行均可以防止他人製造或流通該作品。
• 例外 無法以明確方式呈現的作品(舞步、沒有錄音或紀錄的即席演講)、標題、名字、短語、口號、普通常見的標誌、成分表…等。
2011/11/1 Fall 2011 BAA Management of Technology 10
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
著作權
• 期限 1978年以前→28年,但可以申請更新來延長保護時間。
1978年以後→著作者可享終生及死亡後70年的保護期。
• 在全球的著作權保護
目前沒有國際性的保護法使作品自動在世界各地被保護,
但國際著作協定正在積極簡化國際保護生效流程,重要組織如:伯恩公約、羅馬公約、布魯塞爾公約…等。
2011/11/1 Fall 2011 BAA Management of Technology 11
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
營業秘密
• 定義:
關於特定企業且不為他人所了解之資訊。
有別於詳細的揭露產品或流程資訊來換取專利保護,
發明者與公司大多會選擇營業祕密的方式來保護智慧
財產,最有名的例子即為「可口可樂」。
2011/11/1 Fall 2011 BAA Management of Technology 12
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
營業秘密
•條件: 1.以經濟租的方式提供給企業特殊的好處。
2.只要資訊不公開即可維持價值性。
3.資訊不能是廣為人知或透過合法方式可取得者
4.營業秘密持有者必須以合理的的方式去保護資訊的秘密。
※假若資訊符合以上標準,統一營業秘密法規定他人在無經過資
訊擁有者允許下,不得利用此資訊獲取利潤,亦不得複製、使用。
2011/11/1 Fall 2011 BAA Management of Technology 13
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
營業秘密-案例
• 案例:P&G vs. Potlatch
P&G控告Potlatch挖角P&G的兩名造紙專家,並竊取生產P&G兩種紙巾的營業秘密,2003年3月,兩家公司透過私下協議達成和解,並對和解條件保密。
※(Potlatch為一間大型並擁有專屬品牌的紙類製造商,主要生產衛生紙、面紙、餐巾紙、紙巾…等,而主要銷售對象為艾伯森及喜互惠等連鎖雜貨店。)
2011/11/1 Fall 2011 BAA Management of Technology 14
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
保護機制的有效性和使用性
• 根據產業的不同,創新的保護方法與有效性也不同。很多時候公司都在為如何在不接露相關技術下公開產品煩惱。
很多時候
2011/11/1 Fall 2011 BAA Management of Technology 15
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
保護機制的有效性和使用性
• 公開技術 有利?! 某些情況下公開技術有助於產品達到主流設計的可能性。
2011/11/1 Fall 2011 BAA Management of Technology 16
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
公開技術/
技術擴散
學習曲線/
網路外部性 主流設計
獨佔/寡佔
市場
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
保護機制的有效性和使用性
• 控制科技主導權 為了使公司在科技擴散過程中不會失去主導權,公司一般會採用介於完全開放與完全專用之間的策略。
2011/11/1 Fall 2011 BAA Management of Technology 17
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
科技創新
完全專用
完全開放
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
完全專用系統&完全開放系統
• 透過專利、版權、營業秘密或其他機制,而被擁有或被積極
保護之以科技為基礎之商品。
• 只有開發者可以做合法開發。
完全專用系統
•未受保護且其他生產商可以自由取得,來生產、製造或持續
開發之以科技為基礎之產品。
完全開放系統
2011/11/1 Fall 2011 BAA Management of Technology 18
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
完全專用系統&完全開放系統
• 大部分的科技是部分開放介於完全專用完全開放之間,且利用不同程度的控制機制去保護。
2011/11/1 Fall 2011 BAA Management of Technology 19
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
• Xbox360主機 完全專用
• Xbox360遊戲 有限授權
• Windows 適當授權
• Java 自由授權
• 網路 完全開放
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
開放的優點
• 可使新科技產品較快速的被消費者接受
1.由於廠商間的競爭激烈,價格會下降,使得產品更加吸引消費者。
2.多廠商的投入使消費者建立對產品的信心
3.隨著更多消費者對此科技產品產生興趣,將吸引更多公司投入此科技之開發。
2011/11/1 Fall 2011 BAA Management of Technology 20
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
開放技術 價格下降 消費者增加 數間公司投入
正向加強
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
開放的風險
• lack of unified vision conflict
• without communicating redundancy
2011/11/1 Fall 2011 BAA Management of Technology 21
Department of Business Administration College of Management
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
Consideration of diffusion
2011/11/1 Fall 2011 BAA Management of Technology 22
Strategic Management of Technological Innovation
Melissa A. Schilling, New York University
factors Explanation Production capabilities,
Marketing capabilities,
and Capital
lack of capability
better use a more open technology strategy
Industry opposition
against sole-sourcing
technology
If there exists monopolist who owns the newest technology
form a consortium to develop new technology together
Resources for internal
development
Not enough resources
adopt open technology strategy to tap the external effort
Control over
fragmentation
If standardization and compatibility are important factors
retain some degree of control over the technology
Incentives for
architectural control
With architectural control, you can…
design the technology only compatible with our product