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3 rd  Patents as a Competitive Strategy Course May 12 & 13, 2010 Aligning IP with Corporate Strategy and Cultivating Corpo...
Screening Corporate Objectives: Defining and Incorporating IP Objectives <ul><li>Every Contemporary Business Strategy has ...
IP Strategy <ul><li>An IP strategy resides in a corporate strategy with two essential interlinked components </li></ul><ul...
Incorporating Freedom to Operate <ul><li>&quot;Freedom to operate&quot; is usually used to mean determining whether a part...
Incorporating Freedom to Operate <ul><li>What choices do you have? </li></ul><ul><li>Freedom to operate gives businesses t...
The Most Important Resource of a Company <ul><li>Ideas </li></ul><ul><li>Ideas are needed for competitive advantage </li><...
Management of Ideas <ul><li>Start an IP project for an idea </li></ul><ul><li>Recording and Documentation (Technical & Leg...
Management of Ideas <ul><li>Identify deliverable and alternate paths to deliverable (Technical & Legal) </li></ul><ul><li>...
Management of Ideas <ul><li>Evaluate budget to file patent (Legal & Finance) </li></ul><ul><li>Determine availability of b...
Outcome of Execution of IP Strategy <ul><li>Patenting activity  is  an outcome of a business process </li></ul><ul><li>Low...
Feedback and Communication <ul><li>Management of ideas involves all departments: Legal, Technical, Marketing, Financial an...
Raising Patent Awareness <ul><li>Include an IP role in an employee responsibility </li></ul><ul><li>Give incentives for no...
Technology   Map <ul><li>Life saver </li></ul><ul><li>Three components and many derivatives </li></ul><ul><li>Inventory of...
Technology Map <ul><li>Inventory of ideas </li></ul><ul><li>Collect all ideas </li></ul><ul><li>Do not discard any idea in...
Technology Map <ul><li>Global Market Survey </li></ul><ul><li>Identify the ecosystem in which your company exists </li></u...
Technology Map <ul><li>IP Survey </li></ul><ul><li>Identify competing companies </li></ul><ul><li>Identify their IP </li><...
Technology Map <ul><li>Connect all components of Technology Map </li></ul><ul><li>Observe the intersections </li></ul><ul>...
Anticipate the Future <ul><li>IP strategy today is about carving your space in future </li></ul><ul><li>Do not miss the bo...
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Aligning Intellectual Property with Corporate Strategy and Cultivating Corporate Patent Practices

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Aligning IP with Corporate Strategy and Cultivating Corporate Patent Practices

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Aligning Intellectual Property with Corporate Strategy and Cultivating Corporate Patent Practices

  1. 1. 3 rd Patents as a Competitive Strategy Course May 12 & 13, 2010 Aligning IP with Corporate Strategy and Cultivating Corporate Patent Practices by Naim Khan IP Manager, Primal Fusion Inc.
  2. 2. Screening Corporate Objectives: Defining and Incorporating IP Objectives <ul><li>Every Contemporary Business Strategy has IP in it. Here is the reason why. </li></ul><ul><li>A business strategy is designed to avoid risks and reap rewards. </li></ul><ul><li>An IP strategy manages risks and rewards for a business. </li></ul><ul><li>An IP strategy does not automatically mean filing of a patent </li></ul><ul><li>You need freedom to operate to launch your products or services or even just to adopt a name </li></ul><ul><li>You should not take a risk without having at least a basic freedom to operate knowledge </li></ul>
  3. 3. IP Strategy <ul><li>An IP strategy resides in a corporate strategy with two essential interlinked components </li></ul><ul><li>First component: Choice of how to practice Freedom to Operate </li></ul><ul><li>Second component: Management of Ideas </li></ul>
  4. 4. Incorporating Freedom to Operate <ul><li>&quot;Freedom to operate&quot; is usually used to mean determining whether a particular action, such as testing or commercializing a product, can be done without infringing valid intellectual property rights of others </li></ul>
  5. 5. Incorporating Freedom to Operate <ul><li>What choices do you have? </li></ul><ul><li>Freedom to operate gives businesses the latitude to execute their product or service strategy without the fear of competition </li></ul><ul><li>An open freedom to operate: Possible in mature technologies; High legal and financial risk in new technologies </li></ul><ul><li>An exclusive freedom to operate: File patent, acquire patent or acquire an exclusive license; Low risk and potentially high reward </li></ul><ul><li>A shared freedom to operate: Acquire a non-exclusive license; Low risk and medium to low reward </li></ul><ul><li>Generate freedom to operate: License your patented technology ; Low risk and high to low reward </li></ul>
  6. 6. The Most Important Resource of a Company <ul><li>Ideas </li></ul><ul><li>Ideas are needed for competitive advantage </li></ul><ul><li>Ideas can always be generated </li></ul><ul><li>If you buy a company stock you are likely to buy it for the innovation and technology the company owns </li></ul><ul><li>The ownership gives the company freedom to operate and adds value to a company </li></ul><ul><li>Ideas no longer come only from the research an development activity </li></ul><ul><li>Ideas can be related to any valued activity </li></ul>
  7. 7. Management of Ideas <ul><li>Start an IP project for an idea </li></ul><ul><li>Recording and Documentation (Technical & Legal) </li></ul><ul><li>Evaluating novelty (Technical & Legal) </li></ul><ul><li>Evaluating completeness: Is the idea workable (Technical) </li></ul><ul><li>Evaluating value proposition: how the idea is connected to your business and product strategy (Technical & Marketing and Sales) </li></ul><ul><li>Validating novelty (Legal) </li></ul>
  8. 8. Management of Ideas <ul><li>Identify deliverable and alternate paths to deliverable (Technical & Legal) </li></ul><ul><li>Evaluate competing technologies and competitors (Technical & Legal) </li></ul><ul><li>Evaluate future modifications (Technical) </li></ul><ul><li>Evaluate markets: financial (Marketing and Sales) </li></ul><ul><li>Evaluate markets: geographical (Technical, Marketing and Sales & Legal) </li></ul>
  9. 9. Management of Ideas <ul><li>Evaluate budget to file patent (Legal & Finance) </li></ul><ul><li>Determine availability of budget and track yearly budget (Finance) </li></ul><ul><li>Determine your choice of freedom to operate (Executive) </li></ul><ul><li>You may still have to file for a patent (Legal) </li></ul><ul><li>If you patent, ensure that the invention is legally owned by the company (Legal) </li></ul>
  10. 10. Outcome of Execution of IP Strategy <ul><li>Patenting activity is an outcome of a business process </li></ul><ul><li>Lowered cost across the board for IP activity </li></ul><ul><li>Justified IP spending </li></ul><ul><li>Informed understanding of your business, future vision and competition </li></ul><ul><li>Acquire Not just Freedom to Operate but Freedom to Plan, Execute and Reshape Vision </li></ul><ul><li>Intangible now feels tangible </li></ul><ul><li>YOUR IP IS ALIGNED TO YOUR BUSINESS GOALS </li></ul>
  11. 11. Feedback and Communication <ul><li>Management of ideas involves all departments: Legal, Technical, Marketing, Financial and Executive Management </li></ul><ul><li>They are delivering their required input </li></ul><ul><li>Need to stress the importance of an IP project </li></ul><ul><li>as a mission critical project </li></ul><ul><li>Assemble a team from all business units </li></ul><ul><li>Have all departments present their reports in team meetings </li></ul><ul><li>Present final report in a team meeting along with executive management </li></ul>
  12. 12. Raising Patent Awareness <ul><li>Include an IP role in an employee responsibility </li></ul><ul><li>Give incentives for novel idea generation </li></ul><ul><li>Give incentives to managers for collecting new ideas </li></ul><ul><li>Arrange targeted brainstorming sessions to generate ideas </li></ul><ul><li>Require all members to periodically attend IP seminars </li></ul><ul><li>Communicate an estimate of IP related profits to all </li></ul>
  13. 13. Technology Map <ul><li>Life saver </li></ul><ul><li>Three components and many derivatives </li></ul><ul><li>Inventory of ideas </li></ul><ul><li>Global market survey </li></ul><ul><li>IP survey </li></ul>
  14. 14. Technology Map <ul><li>Inventory of ideas </li></ul><ul><li>Collect all ideas </li></ul><ul><li>Do not discard any idea initially </li></ul><ul><li>Connect ideas to existing products or services </li></ul><ul><li>Connect ideas to future </li></ul><ul><li>Invent upon ideas </li></ul><ul><li>See the complete picture </li></ul>
  15. 15. Technology Map <ul><li>Global Market Survey </li></ul><ul><li>Identify the ecosystem in which your company exists </li></ul><ul><li>Identify broad components of the ecosystem </li></ul><ul><li>Collect statistical and financial data to see what the market is saying </li></ul><ul><li>See the underlying trends unfolding in the ecosystem </li></ul><ul><li>Collect information on all relevant M&A activity and with IP details on patent evaluation, licensing and the synergy between merging companies </li></ul><ul><li>Write down key questions to answer </li></ul>
  16. 16. Technology Map <ul><li>IP Survey </li></ul><ul><li>Identify competing companies </li></ul><ul><li>Identify their IP </li></ul><ul><li>Bridge their IP to their published strategy and products </li></ul><ul><li>Identify the risk from competition </li></ul><ul><li>Identify patent prior art </li></ul><ul><li>Identify non-patent literature </li></ul><ul><li>Identify key researchers and clusters </li></ul><ul><li>Identify relevant court decisions </li></ul>
  17. 17. Technology Map <ul><li>Connect all components of Technology Map </li></ul><ul><li>Observe the intersections </li></ul><ul><li>Document and Answer key questions </li></ul><ul><li>Present findings to upper management </li></ul><ul><li>Use Technology Map extensively in management of ideas process </li></ul><ul><li>Update continuously </li></ul><ul><li>Guide Business Strategy and IP Strategy from your observations </li></ul><ul><li>Shrink delay of time to market </li></ul>
  18. 18. Anticipate the Future <ul><li>IP strategy today is about carving your space in future </li></ul><ul><li>Do not miss the boat by not examining what is in front of you </li></ul><ul><li>Evaluate your ideas </li></ul><ul><li>Best way to see the future is to invent it </li></ul>

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