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