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

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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