Experiences in IP teaching in Europe

| Ulf Petrusson, CIP

-a development center for knowledge-based business

Ulf PetrussonDirector, Professor

ulf.petrusson@cip.chalmers.sewww.cip.chalmers.se

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.