Intellectual Assets Management Best practices

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					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
     Trends                      customer
    towards                       power
  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         Produce            Sell
                      (R&D)           Mfg             (Marketing)



                                     Analyze
                                       (Business strategy
 Move from IP to IA                    Competitive intelligence)
Product /Technology Life Cycle
“Rewards”                                      E- Mail
                            Mobile telephony

                        Facsimile




            Telephone



Telegraph




                                                     Time (log)
Examples of Intellectual Assets

Marketing        Technical             Artistic         Data Processing         Engineering
                Patents               Literary works    Proprietary             Industrial design
Trademarks
                Patent applications   Copyrights        Software                Product patents
Trade Names     Technical             Musical           Software copyrights     Trade secrets
                Documents               composition     Automated data-         Engineering
Brand Names
                Know How              Maps                bases                   drawings
Logos           Trade dress docs      Engravings        Integrated circuits     Schematics
                Trade secrets                                                   Blueprints


Customer           Contract            Human              Location             Goodwill
Lists            Favorable            Trained and       Leasehold interests    Institutional
Contracts         supply contacts     Assembled work    Mineral exploitation   Professional
Relationships    License agts          force             rights                 practice
Open purchase    Franchise agts       Employment agts   Easements              Personal goodwill
orders           Noncompete           Union contracts   Air rights              of a professional
                   agts                                 Water rights           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        Portfolio Management




                     Value Extraction
Impact of Corporate Awareness
                                                                                       Intellectual
   Value generated                                Integrated               IP on         Capital
                                                                          demand
-- High
                                                                                    Licensing as
                                                                 Innovation          a business
                                          Strategic                 as a
                                                                strategic link

                                                       Alliances &        Strategic Value
                                                        Ventures            Extraction

                             Proactive
                                              IP Management       Linkage of
                                                  Process        IP to strategy

-- Low
    None                                               Value extraction
                   Defensive               Licensing       systems
                                Cost
    R&D         We make it   management                                    Corporate IA
  w/o patents                                                              Awareness

    Low                                                                                   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       Emerging
 Nanotechnology
 Others?

				
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