The heat is on R&D to innovate and the ability to leverage intellectual property (IP) is key. While IP is estimated to comprise as much as 90% of corporate value, most companies have difficulty leveraging this asset. Increased patent activity in industry, a crowded innovation space, and costly litigation have compounded the challenge.

Questions for product developers include:

• Which innovations are truly worth the cost and effort of patenting?

• Which should you commercialize yourself – and which should you out-license or divest?

• When should you acquire or in-license another firm’s IP and at what price?

• Does it make sense to partner? What arrangement(s) work best?

• How do you manage your IP portfolio for maximum return on investment?

To help you find the right answers for your organization, Management Roundtable is pleased to announce its new Special Report on Managing Intellectual Property for Product & Technology Development. This Report presents exclusive insights and implementation advice from the foremost experts and leading industry practitioners.

Available on CD-ROM only.  Click here to view Table of Contents.

This report includes:

• Business, technology and legal perspectives from top experts

• IP management examples from Procter & Gamble, Clorox, Microsoft, HP, Foster Miller, Black & Decker, Los Alamos National Labs, and more

• Approaches and checklists for determining IP value, both internal and external

• Organizational models and leadership structure

• IP protection challenges – both legal and business solutions

• Slides and presentation materials which can be used for internal reports and meetings

• Further resources, including contact information

Specifically, it will tell you:

1. How to build intangible assets into the product development process; how to manage knowledge flow in open innovation projects.

2. Whether – as some predict – the value of IP will change drastically over the next two decades. Trends and developments in industry; how IP decision-making processes are maturing.

3. How Clorox Company has transitioned to a growth-centered organization. How it organizes its leadership structure, engages the front line to avoid IP risks, establishes contracts and agreements up front, and assesses IP value.

4. About the evolution of capital management at Dow Chemical including the role of the legal department and the global dimensions of managing intangible assets.

5. How Hewlett-Packard (HP) creates customer-differentiating Intellectual Property that it can defend and monetize, making HP products worth a premium in the market.

6. How to build structures for IP leadership; patent review boards; options for non-core IP; diagnosing IP issues; and tools for asset management.

7. Tips for managing IP in Co-development projects; IP co-ops; relationships between smaller and larger entities and Joint Development Agreements.

8. How IP management practices at Foster-Miller grew from the company’s business model. IP education; reviewing a patent portfolio; and evaluating IP.

9. How to plan for budget and business plan considerations around IP;make vs. buy valuation scenarios; patent cross-licensing for freedom of action; and outbound technology licensing as part of a go-to-market strategy.

10. Four common IP valuation techniques: cost-based, income-based, market-based and real options-based

11. Principles for IP ownership, including jointly developed IP in different regions of the world

12. Global IP protection and an approach to IP infringement from a business (as opposed to a legal) perspective.

13. How to determine and negotiate which IP rights will belong to which party in an open innovation environment

14. Pitfalls to avoid in managing IP in Co-development partnerships.

Table of contents

Preface

Chapter 1. IP Valuation and Decision-Making

Encouraging Innovation Through Accurate IP Valuation
James Markwith, Attorney, IP&L Microsoft Corporation

Intellectual Property Considerations in Technology Development
Tanya K. Moore, Director, IP Licensing, Microsoft Corporation

Intellectual Property Decision Making
Bradford L. Goldense, Goldense Group, Inc.

Chapter 2. Organizing IP Management: Company Examples

IP Management Insights from Hewlett-Packard
Paul Henderson, HP

Leveraging IP for Growth: Insights from the Clorox Company, Pat Bengtsson, Clorox's Chief Intellectual Property Counsel

Intellectual Property Management From a Contractor's Perspective: Insights from Foster-Miller
Ed Goldman, Senior Vice President, and Peter de Bakker, Business Development Manager, Foster-Miller

Chapter 3. IP Considerations for Open Innovation

Design Principles for IP Protection and Management in Open Innovation and Co-Invention
Dr. Paul Germeraad, Intellectual Assets, Inc.

Avoiding Common IP Pitfalls in Co-Development Relationships
Gene Slowinski Rutgers University & Kim William Zerby, J.D. Associate General Counsel – Intellectual Property, The Procter & Gamble Company

The ro Practitioner's Tactics for Managing IP for Open Innovation: Summary of Audio Session
Lawrie Cunningham of Black & Decker, Roger James of NAPP Pharmaceuticals and Susan Sprake of Los Alamos National Laboratory

The Right I-Stuff: Intellectual Capital Management for Open Innovation, Sharon Oriel, Talisker and Associates

Chapter 4. Conclusions

Chapter 5. Further Resources