Intellectual Property for Technology and Business Development

Strategies and Tools for Creating and Leveraging Your IP Portfolio

Has your firm taken the steps to manage its IP portfolio as a business? Are you generating the additional revenues that IP can provide? Are you getting the full benefits from open innovation?

Technology-based innovations can drive business growth, but only if the benefits resulting from technical investments are identified and well managed:

	What technologies do we protect and why?
	How should we protect them?
	How do we extract the highest value from them?
	How can we get an early warning of potential IP conflicts?

As a technical or business development manager, you’ll get powerful tools to master the business of intellectual property management. These tools will help you to direct technical investments and leverage the results to achieve your organization’s strategic objectives.

As an attendee, you’ll benefit by being able to:
	Select projects with a higher probability of returning the largest sustained profits to your company
	Build IP portfolios that protect business unit profits, enable licensing revenues, and contain costs
	Develop alternative strategies for extracting value from past development efforts
	Assess the impact of global competition on your IP strategy
	Select the right approach to managing IP and running an integrated IP management system that aligns with your business strategy

Key Questions Addressed:
	What are the key elements and processes of an integrated intellectual property management system?
	To what extent does my company’s intellectual property management system impact how much money my company makes?
	How can managing intellectual property speed new business development?
	How does managing intellectual property improve the probability of success for technology development efforts?
	How does intellectual property management improve the value captured from R&D projects?
	How does IP management help us anticipate likely competitive alternatives to our internally developed technology?
	How do we protect innovative technologies in light of changing intellectual property law enforcement?

Key Topics
Integrated IP Management: Aligning Technical Development With Business and Licensing Processes
	Principles behind the business use of IP
	The five elements of managing intellectual property
	Metrics to evaluate your company’s intellectual property management process
	The four forms of intellectual assets and how they each create shareholder value
	Using intellectual property to select technology portfolios
	How IP is used during the product development life cycle
	How to manage a technical project to gain advantaged positions from patents, trade secrets, trademarks, copyrights, and know-how, versus key competitors

Exercise: New business development scenarios illustrating an integrated IP approach

Building High-Value IP Portfolios
	Criteria of a high value portfolio
	Segmenting a portfolio to show how investments have benefited the company (Use Map)
	Patent, products, and revenue tables: weeding out patents not providing value
	Selecting the best development options (Value Map)
	Practical models for IP valuation
	Selecting the right indicators and metrics to assess your true strengths and weaknesses

Competitive Assessment of a New Corporate Initiative (Case Study)
	Distinguishing your project’s innovations from known prior art
	Looking at existing options to acquire art
	Determining the preliminary Strengths, Weaknesses, Opportunities, and Threats (SWOT) from candidate technical and business approaches
	Identifying ‘white space’ opportunities to leverage within and outside your company
	Identifying IP ‘sharks’ in the water around your new initiatives

Making Good Technology Investment Decisions
	Using IP to support open innovation
	Making it work for you: two real world examples
	Keys to using patent information to support breakthrough development programs
	Balancing your IP portfolio; trading off revenue opportunities and cost avoidance
	Identifying potential sources of new or complementary technology
	Assessing competitors’ capabilities and intentions
	Anticipating technical shifts
	Ensuring your company actually obtains the IP purchased in a merger or acquisition
	Using IP elements when externally sourcing technology

Impact of Intellectual Property Coverage on Business Opportunities Abroad
	Assessing your foreign filing strategy
	Investing in developing countries using your competitors’ best technology
	Extracting value in developing countries from old or expiring IP
	Filing intellectual property with the future in mind
	Understanding the business distinctions between patents and trade secrets

Running a Sustainable Business: Integrating Business, Technical and IP Strategies and Tactics
	How to take what you’ve learned and make real use of it in your company
	How to get top management buy-in
	How to keep integrated intellectual property management simple
	Alternative approaches to organizing for integrated intellectual property management
	Resources inside and outside your firm to help with integrated intellectual property management strategies, tactics, and tasks
	How to maintain and grow your IP during restructuring or reorganization

Exercise: Creating an action plan for sharing what you’ve learned and integrating IP into your company


Instructors: Paul Germeraad, PhD
Fee: 2008 - $2495
Credits: 1.45 Continuing Education Units (CEUs)
CPE Credit Information
Field of Study: Business Law, Business Management and Organization, Management Advisory Services
Program Level: Overview.
No prerequisites or advance preparation is required.
Instructional Method: Group-Live offering
Continuing Professional Education (CPE) credits: 17
Dates: July 10-11, November 11-12, 2008
Time: 8:30am - 5:00pm 1st Day; 8:00am - 4:30pm 2nd Day
Dinner: 5:15pm 1st Day
Program Coordinator: Delores Lee

Intellectual Property for Technology and Business Development is the latest course in our Technology Management curriculum series

Bring This Course To Your Company

All courses offered by the Caltech Industrial Relations Center can be customized to meet the specific needs of your organization and offered at significant cost savings at your facility.

Customized courses address important company issues in a confidential environment, build a team with a common language, and save travel time and costs for participants.

Among the wide selection of courses which can be customized to your company’s requirements, are the following:

	Intellectual Property for Technology and Business Development
	Acquiring External Technology to Drive Innovation
	Competitive Technical Intelligence
	Management of Technology and Innovation
	Technology Strategy for R&D and Product Development

Who Should Attend

This course is designed for senior executives and managers in engineering, R&D, business development, marketing, product planning, strategic planning, and general management.

Special Feature

You are invited to attend a dinner the first evening of the course, providing an opportunity to share information and ideas with the instructor and other participants.

Intellectual Property for Technology and Business Development - pdf brochure

The Industrial Relations Center is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be addressed to the National Registry of CPE Sponsors, 150 Fourth Avenue North, Suite 700, Nashville, TN, 37219-2417. Web site: www.nasba.org.

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