This document provides an overview of technology protection methods. It discusses the difference between tangible and intangible assets, and describes various intellectual property protection types including copyrights, patents, trademarks, trade secrets, and domain names. The document also outlines processes for identifying and measuring technology assets, managing an IP portfolio, protecting knowledge workers' intellectual property, and handling intellectual property in open innovation collaborations. Specific examples of intellectual property lawsuits are also listed.

1. 1
TECHNOLOGY MANAGEMENT
BTMU 1023
Lecture 12
Technology Protection

2. At the end of the lesson, the student should be able to
• Understand between tangible and intangible assets
• Recognize the different protection methods
• Describe the processes of how-to protect a company’s
intellectual assets.
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Lesson outcome

3. • Transferring technology knowledge from one organization to is well
known to be challenging as far as Intellectual Property (IP) is
concerned.
• Protect from being copied or imitated
• Different product can be protected differently
• Every country has different laws regarding knowledge protection.
The importance of asset protection

4. • Protection refers to protection of knowledge and expertise
embedded in product, services and manufacturing
systems.
• Companies must decide whether to protect and how to
protect their intellectual assets
Protection

5. • Intellectual capital are intangible and totally different from
tangible assets such as capital, equipment and building.
• Types of intangible capital :
• Competencies - knowledge, skill, know-how, leadership skill
• Technology and Innovation
• The term property implies exclusive ownership, but the owners(
in this case a company) retain the ability to license or sell their
intellectual property
• Owners are allowed some exclusive rights—intellectual property
rights (IPR)—under intellectual property law.
Intellectual capital

6. • Regardless the method of commercialization all
technologies that are developed or utilized within a
company are subject to Intellectual Property (IP) rules and
rights.
• IP laws vary from country to country. Factors that
influence the extent of IP laws:
• Government
• International regulation
• Culture
Intellectual capital and Intelectual
property laws

7. IP systems: China/Europe comparison

8. • Can be harmonized through international treaties such as
• WORLD TRADE ORGANIZATION AGREEMENT (WTO),1994
https://www.wipo.int/treaties/en/
International regulation

9. •Example Germany ( value collaboration)
• less emphasize on complex legal arrangement
•Japan ( value implementation more than
invention) emphasize more on patent
Culture

10. There are two types of technological protection
measures
• Access Control Technological Protection Measures
• Copy Control Technological Protection Measure
Types of technological protection
measures

11. Protection types (1)
•Copyright is the body of laws which grants authors,
artists and other creators protection for their
literary and artistic creations, which are generally
referred to as “works.” A closely associated field of
rights related to copyright is “related rights”, which
provides rights similar or identical to those of
copyright, although sometimes more limited and of
shorter duration.
•An industrial design right protects the form of
appearance, style or design of an industrial object
(e.g. spare parts, furniture, or textiles).
Types of protection

12. Types of protection
Examples of copyright
• Artistic work
• Novel
• Movie
• poem
• Computing
• Software code for website
• Software code for
programming
• Business
• Database
• Business plan
• Marketing plan
• Manual of an equipment

13. https://youtu.be/ge85xGlNwX8
https://youtu.be/Y01NQiOz2nw
https://youtu.be/Zrv3iV2jS6g
Types of protection

14. Types of protection

15. Types of protection

16. Types of protection

17. Types of protection

18. A patent may be granted for a new, useful, and non-
obvious invention, and gives the patent holder a
right to prevent others from practicing the
invention without a license from the inventor for a
certain period of time (typically 20 years from the
filing date of a patent application).
Types of protection

19. • Utility patent
• This type of patent covers processes, compositions of matter,
machines, and manufactures that are new and useful. A utility
patent can also be obtained for new and useful improvements to
existing processes, compositions of matter, machines, and
manufactures
• Design patent
• include the shape or configuration of an object. In order to obtain
this type of patent protection, the design must be inseparable from
the object. While the object and its design must be inseparable, a
design patent with only protect the object's appearance
• Plant patent
• be obtained to protect new and distinctive plants
Types of protection

20. Types of protection

21. •A trademark is a distinctive sign which is used to
distinguish the products or services of different
businesses.
•The domain name is a distinctive Internet address
designated for the firm/product/service.
Types of protection

22. Types of protection

23. •A trade secret (which is sometimes either equated
with, or a subset of, “confidential information”) is
secret, non-public information concerning the
commercial practices or proprietary knowledge of a
business, public disclosure of which may sometimes
be illegal.
Types of protection

25. •Identify and measure technology assets.
•IP portfolio management.
•Managing knowledge worker and their IP.
•Managing IP in open innovation/collaboration.
Protection process

26. Identification of intellectual assets includes a detail patent
search.
• Patent search is
• the practice of searching for and analyzing relevant
patents in the product development stage or prior to
the patent application process in order to ensure the
patentability of your invention
• to obtain current technological information and future
trends in a certain technology field
• Patent analysis (chapter 13) is consider as one of the key
TM tools
Identify and measure technology assets

27. • Companies need to manage their intellectual asset as
portfolios ( lecture 13)
• For instance, a business might create an IP portfolio
exclusively for the business. It might consist of the
following:
• Copyrights on promotional items
• Trademarks for the company name and logo
• Patent protection for a product, particularly when the
company sells only one primary product
IP portfolio management

28. • Establishment of corporate entrepreneurship
• Employees become entrepreneurs in intercorporate
venture
• Promote creativity and innovation
• Support risk taking
• Reward and recognition
• Tolerance on mistakes
Managing the knowledge workers and
their IP

29. • Open innovation is a business practice that seeks to
accelerate innovation by sourcing ideas and solutions from a
broad diversity of persons and organizations.
• May start with initial confidential agreement
• Exit strategy if collaboration fails
Managing IP in an open
innovation/collaboration

30. • Adidas America Inc. v. Payless Shoesource Inc
• Bratz Dolls vs. Barbie
• Amazon vs. Barnes & Noble
• Apple vs Samsung
• Apple vs Google
• Gucci vs Guess
Discuss the following lawsuits

31. References
1. Cetindamar, D., Phaal, R., & Probert, D.
(2016). Technology management: activities and
tools. Macmillan International Higher Education.
2. Other sources from the internet
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