Experiences in IP teaching in Europe
| Ulf Petrusson, CIP
-a development center for knowledge-based business
Ulf PetrussonDirector, Professor
IP Management in a Knowledge EconomyFrom…
• Production-oriented industry• Hierarchical organization• Laborers• Start-ups starting locally• Universities as providers of
education and background research
• Cities and regions as phyisical infrastructure …
To…
• Technology, brand and service-based ventures
• Open innovation and network-based organization
• Strategic human resources• Start-ups starting globally• Universities as engines in the knowledge
economy• Cities and regions as intellectual infrastructure
“Ideas and innovations have become the most important
resource, replacing land, energy and raw materials”
The Economist 2005
“Business in the next decade will change more than in the
last 100 years”Jack Welsh, fm CEO, GE
•© 2007 CIP Professional Services
Product-centric company- traditional actor
• Key focus:ProductsProduction
• Processes:Market analyses for productDevelopment and design of product specificationSupply and purchasing of components for productManufacturingMarketingAfter sales services
• Organization is closed and hierarchical
Transition from product-centric to technology-centric company (1/2)
•Supplier network
•Supplier network
•Service providers •Service providers
•Customers•CustomersProduct
Service
Technology
•© 2007 CIP Professional Services•5
Product
Service
TechnologyCustomers
Other technology developers/providers
Suppliernetwork
Serviceproviders
Technology-centric company• - open innovation actor
Key focus:Technology management and governance
Processes:Package technology as different value propositions to achieve:
Development – technology licenses, R&D collaboration etcLeveraging – products, software, licenses, services etc
Govern technology as part of relational networks and standardsDevelop, claim and control technology through patents and other control measuresGovern and leverage technology to develop and shape markets
Organization is open and network-based
Transition from product-centric to technology-centric company (2/2)
The international business and university transformation pushes European universities into IA & IP behaviour
• More or less all academic and business activities can be claimed as Intellectual assets
• Licensing more than a tool to commercialize
• Openness requires structural control
• Capitalization increasingly possible in very early stages
Starting points
• ResearchToday’s research interface is global
• BusinessFind ideas/innovation and research on a global arenaBuild open international innovation networks
• University + institute – independent players with own portfoliosSteer and control utilizationSteer and control research collaborationSteer and control even basic research (patented research tools and databases)
-a system in change
•7
University
• Education• Research• Publication
Business
• Products• Services
• Educational tools • Research tools• Diagnostic tools• Production and development tools • System innovations • Features (elements in product concepts)• Content • Databases• Open innovations
An interface in transformationUniversity and business are increasingly overlapping
University
• Education• Research• Publication
Business
• Products• Services
An interface in transformationUniversity and business are increasingly overlapping
A
CP
Assets as valuable objects
Property as objects in commercial transactions
Capital as objects in a financial machinery for value creation
The Open Innovation Platform
IP courses for the business arena• School of ICM• Handels ICM Master program
Entire 240 ECTS program • Chalmers Business Design Master Program (including ICM, CSE, GIBBS)
IP Strategies (7,5 ECTS)Design of Technological Innovations and Markets (7,5 ECTS)Technology-based Entrepreneurship (15 ECTS)IP Strategies for BioscienceBiotechnology-based Entrepreneurship New Venture Strategy and Formation (7,5 ECTS)Patents and Innovation Engineering (7,5 ECTS)Brand Management (7,5 ECTS)Knowledge-based Business Development and Management (15 ECTS)Management of Open Innovation and Network-based Markets (7,5 ECTS)Advanced ICM Theory (7,5 ECTS)Applied Intellectual Capital Management (15 ECTS)Master Thesis (30 ECTS)
• Elective coursesIP Strategies for Bioscience (7,5 ECTS)IP Strategies for ICT (7,5 ECTS)IP Strategies for Design (7,5 ECTS)
• PhD course Ethics and Intellectual Property (3 ECTS)
Lab-based education over 2 years – fostering a new generation of managers• Business creation lab• Patent lab• Creative IP lab• Branding lab• Intellectual value creation lab• Open innovation lab
Key characteristics
• Technology• Knowledge-based business• Action-based learning• Creative• Transdisciplinary (MELT)• Industry Interplaying• State-of-the-art
Labs:
1. Patent Lab
2. Brand & Trademark Lab
3. Creative IP Lab
4. Open Innovation Lab
5. Business Creation Lab
6. Intellectual Value Creation Lab
Examples of simulation modulesPlm 1. Patent strategies and organization of
patent activitiesPlm 2. R&D governance & patent planningPlm 3. Designing a patent portfolioPlm 4. Governing a patent applicationPlm 5. Designing a license offer Plm 6. Drafting, negotiating and implementing
licence agreementsPlm 7. Patent Wars & Infringement strategiesPlm 8. Patent valuation Plm 9. Patent Information & SurveillancePlm 10. Patent strategies, market design
& standardization
Lab approach
Action-based learning environment 1
Simulated Business Environment
CEO Marketing Manager R&D Manager
www.prosound.nu
Business Simulation Tools
• F orums
• Communities
• Role-play platforms
• Digital assignment management
• Webpages
Action-based learning environment 2
Interdisciplinary understanding of business development through real-life project work
Intellectual Capital Incubator - early-stage innovation projects in interaction with academia and industry
Action-based learning environment 3
International internships with leading firms
Education, research, and practice in interaction
Three ICM specializationsTechnology-based business
development and management
Business lawFinancial management
CIP R&D Labs
ICM Master Program
CIP Professional Ser vices AB
IC Incubator
Infrastructure and network
CIP Platform
“When evaluating the many and myriad candidates who applied for PARC's business internship program last year, the deciding factor for us was the ICM training that the candidates from CIP at Chalmers brought to the table. In the end, both of the interns we chose were from ICM at CIP/Chalmers, and their actual performance exceeded even our most optimistic expectations.“
Damon Matteo, VP ICM & Commercialization, PARC
An engine to facilitate knowledge-based business.