Intellectual Assets Management Best practices
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Transcript Intellectual Assets Management Best practices
Best Practices in Intellectual
Assets Management
Recent Trends
Willy Manfroy
President LES International and Bornival llc
Hong Kong March 2005
Sources of Wealth
1800
Land
1900
Manufacturing
2000
Intellectual Assets
Earnings
Euros
General Knowledge
Ideas
Technologies
Inventions
The Changing Competitive
Environment
Increasing
customer
power
Trends
towards
globalization
Changing
competitive
environment
Regulation
Changing
Trade
policy
The Changing Base of Competition
Examples of changes include:
More variety
More customization
More frequent model change
Higher quality
Faster delivery
Better service
Advanced design
Speed of obsolescence
Innovation Process
Interactive and holistic process
Linkage with internal function
Linkage with outside world
Knowledge management
Human resources management
Learning circle
Innovation Circle
Learning
Protect
(IP)
Knowledge Management
Invent
(R&D)
Move from IP to IA
Produce
Mfg
Sell
(Marketing)
Analyze
(Business strategy
Competitive intelligence)
Product /Technology Life Cycle
“Rewards”
E- Mail
Mobile telephony
Facsimile
Telephone
Telegraph
Time (log)
Examples of Intellectual Assets
Marketing
Trademarks
Trade Names
Brand Names
Logos
Customer
Lists
Contracts
Relationships
Open purchase
orders
Technical
Artistic
Patents
Patent applications
Technical
Documents
Know How
Trade dress docs
Trade secrets
Literary works
Copyrights
Musical
composition
Maps
Engravings
Contract
Human
Favorable
supply contacts
License agts
Franchise agts
Noncompete
agts
Trained and
Assembled work
force
Employment agts
Union contracts
Data Processing
Engineering
Proprietary
Software
Software copyrights
Automated databases
Integrated circuits
Industrial design
Product patents
Trade secrets
Engineering
drawings
Schematics
Blueprints
Location
Leasehold interests
Mineral exploitation
rights
Easements
Air rights
Water rights
Goodwill
Institutional
Professional
practice
Personal goodwill
of a professional
Celebrity
Going concern value
Intellectual Asset Management
Mission
Protect the valuable technology ideas
innovation and knowledge to provide:
Freedom to practice
Ability to exclude
Optimize returns
in alignment with the global business strategy
Intellectual Assets Management
Stages
IP Creation
Impact Recognition
Strategy
Value Extraction
Portfolio Management
Impact of Corporate Awareness
Value generated
Integrated
IP on
demand
-- High
Innovation
as a
strategic link
Strategic
Alliances &
Ventures
Intellectual
Capital
Licensing as
a business
Strategic Value
Extraction
Proactive
IP Management
Process
Linkage of
IP to strategy
-- Low
None
R&D
w/o patents
Low
Defensive
We make it
Cost
management
Licensing
Value extraction
systems
Corporate IA
Awareness
High
Strategy
Identify core competency
Integrate IP in business strategy
Develop Intellectual Assets planning to
sustain business strategy
Use Intellectual Assets to understand and
react to threats and opportunities
Creation
Set up a multiple competence IAM centre
(HR, Business, Management, R&D, Legal)
Develop training and awareness
programs
Develop metrics and reward systems
Link innovation to Human Resources and
business strategy
Management
Develop systems and procedures to
integrate Intellectual Assets and business
strategy into IP procurement.
Inventory and classify portfolio
Manage and analyze
Evaluate and maintain
Value Extraction
Include all extraction mechanism in
Intellectual Assets strategy and
management
The illusion of exclusion
Link competitive intelligence tools
to R&D, Intellectual Assets and business
strategy
Value Extraction Mechanisms of
Intellectual Assets
Outright sale
License or cross license
Joint venture or alliance
Reduce competitive threat
Incorporate into existing business
Create a new business
Contribute to equity position
“Donations”
Impact Recognition
Reporting of intangibles
Internal and external metrics
Use Intellectual Assets as collateral
Recruiting and management value
Creation of new industries
Biotechnology
ICT
Existing
E commerce
Genomics and proteomics
Bioinformatics
Nanotechnology
Others?
Emerging