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iProperty: Profiting from Ideas in an Age of Global Innovation

ISBN: 978-0-470-17179-0
288 pages
January 2008
iProperty: Profiting from Ideas in an Age of Global Innovation (0470171790) cover image
In today’s turbulent global economy, companies establish competitive advantage by creating the most exciting ideas and taking them to market. To sustain this competitive advantage and thrive long term, innovative companies must use intellectual property to protect their valuable ideas. iProperty explores the intellectual property strategies and tactics used by successful companies to protect ideas. It answers the question, "If I’m serious about strategically deploying intellectual property in a way that benefits my bottom line, what should I do on Monday morning to make that happen?" Too often, books dealing with strategy remain high-level and vague, while intellectual property books frequently bog the reader down in the intricacies of patent laws and regulations. Avoiding these extremes, iProperty emphasizes the concrete details involved in actual implementation and provides executives, managers and attorneys with practical advice for developing and executing a strategic intellectual property plan that will yield a measurable return on investment.
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iProperty: Rethinking Intellectual Property.

Competing for the Future.

What is iProperty?

iProperty is not Evil.

Shifting Global Sands.

  Innovation Happens…Everywhere.

We're All Global Now.

Think for a Moment.

Part I. Introducing the Global Context.

1. Innovating World: Welcome to the Global Innovation Factory.

Why the World is Innovating.

Innovation Drives Economic Globalization.

The Urgency of Innovation The Globalization of Innovation.

  iProperty Risks and Opportunities.

Lagging Legal Standardization.

Increasing Global Economic Output.

Fueling the Global Spread of Innovation

  The “Creative Class”.

  Outsourcing Cost of Innovation.

  Growing Infrastructure.

Improving Education.

Governmental and Non-profit Initiatives.

Playing the Global iProperty Game.

2. iProperty World: Assessing Risk in a Changing Global Environment.

Institutional Risks.

India's New Patent Law.

China, The World's Biggest Pirate.

The Good News.

Infringement Risks.

Risks in Developing Countries.

Risks in Developed Countries.

Management Risks.

Technology Risks.

Minimizing Global Risks.

Part II . Strategies for a Flat World.

3. Global Strategy: Protecting, Strengthening, Expanding Business Opportunities.

The Strategic Context.

A Plethora of Decisions.

Spending Money and Getting Nowhere.

Patent Attorney as Guru.

Management Misunderstandings.

The Worst Possible Timing.

Changing Course.

iProperty Order from Idea Chaos.

Precipitating Strategic Decisions.

Strategy Inputs.

  Internal Analyses.

Business Strategy.

Existing Portfolio.

Innovative Capabilities.

External Analyses.

iProperty Intelligence and Freedom-to-Operate.

Legal Environment.

iProperty Planning.

Documentation, Communication, Efficiency.

Creating a Vision.

Detailing a Plan.

Tactical Considerations.

Measurable Results.

A Strategic iProperty Mindset.

4. Global Business: Integrating iProperty Strategy and Business Strategy.

Defining the Value Chain.

  Value Chain Strategies.

Protect High-Profit Stages of the Value Chain.

Expanding Downstream.

Expanding Upstream.

Suppliers Taking Hostages.

Competitive Value Chain Analysis

Dow Chemical's Value Chain Approach.

Mastering the Value Chain

5. Global Navigation: Mapping the iProperty of Competitors.

iProperty Intelligence.

Assessing the Patent Landscape.

Timing is Critical.

Feedback to Product Development.

The Vonage Story.

Mapping the Patent Space.

Visualizing the Landscape.

Collecting and Storing Data.

Preprocessing the Data.

Creating a Visual Representation.

Interpreting the Visual Representation.

Freedom-to-Operate.

Screen out Clearly Non-Infringed Patents.

Analyze Potentially Infringed Patents.

Analyze Clearly Infringed Patents.

Mastering the Patent Landscape.

6. Global Protection: Selecting the Fields of Engagement.

Global Patent Strategy Challenges.

Staggering Costs.

Beware Unexpected Cost Spikes.

Cost-Benefit Analysis.

What is the Patent Worth?

Developing a Global Strategy.

Evaluating Competitor Strategies.

Evaluating the Existing Portfolio.

A Decision Making Paradigm.

Assigning a Relative Value.

Aligning Investment with Value.

Timing and Re-evaluation.

Maximizing Global Portfolio Value.

7. Global Matrix: Maximizing Return on Investment.

Developing a Global Patent Strategy Matrix.

Evaluating Patent Costs.

Appraising the Market Protected.

Assessing the Enforcement Probability.

Tailoring Patent Strategy to Product Strategy.

Protection-Driven Strategy.

Market-Focused Strategy.

Balanced Strategy.

Conducting a Reality Check.

Mastering the Matrix.

Part III. Tactics for Maximum Impact.

8. iProperty Culture: Creating a Culture that Values iProperty.

Culture Matters.

Establishing a Sense of Urgency.

Creating the Guiding Coalition.

Developing a Vision/Strategy.

Communicating the Vision/Strategy.

Empowering Broad-Based Action.

Generating Short-term Wins.

Consolidating Gains and Producing More Change.

Anchoring New Approaches.

Valuing iProperty Culture.

9. iProperty Team: Building a Team for Strategy Execution.

Bouncing Ideas and Strategy Failures.

Ambiguous Threats.

Mental Models for iProperty Decisions.

Enriching the Mental Model.

Enhancing the Inputs.

Systematizing the Analysis.

Biased Mental Models = Ineffective Decisions.

Overzealous Advocacy Produces Misconceptions.

Biased Subcultures.

Patents as Economic Monopolies.

Patents and Freedom of Action.

The War Chest Myth.

Enforcing Patents in Developing Economies

Solving Complex Problems.

Challenging Biases.

Mastering the Decision Making Process.

10. iProperty Pipeline, Part I: Amassing a Wellspring of Ideas.

Introducing the iProperty Pipeline.

Leaky Pipelines.

Integrated Pipelines.

A Trickle of New Ideas.

Providing a Creative Environment.

Different Employees = Different Challenges.

From Mind to Idea.

Whales, Seagulls, Ideas.

Capturing those Pesky Ideas. 

Incentivizing Disclosure.

Getting in the Trenches.

Capture Facilitates Evaluation.

AUniversity Perspective Priming the Pipeline.

11. iProperty Pipeline, Part II: Producing a Strategically Targeted Portfolio.

Evaluating Ideas for Protection.

Strategically Guided Decisions.

Creating a Strategy Grid.

Managing Information Flow.

  Formalizing the Information Content.

Legalizing the Information Content.

Feedback Loops.

Managing the Pipeline.

Idea Screening.

Technology Evaluation.

Business Evaluation.

Idea Ranking.

Feedback.

Maximizing Output Value.

12. iProperty Options: Protecting Ideas in the Global Economy.

Keeping Secrets.

Secrets are Hard to Keep.

Secrets May be the Only Option.

Coke, the Master of Trade Secrets.

The Preemption Strategy.

The Patent Option.

What is a Patent?

Patents and Economics.

Why do Companies Patent?

Speed Matters.

Protecting Ideas by Giving Them Away.

Publishing and Perishing.

What are Defensive Publications?

Writing a Defensive Publication.

Where to Publish.

Shoot First, Aim Later.

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William Barrett is a patent attorney and author with a passion for developing novel approaches to managing intellectual property. He is Vice President of Intellectual Property for Advanced Liquid Logic, Inc., in Research Triangle Park, North Carolina.

Christopher Price is CEO of LAAMScience, Inc., in Research Triangle Park, North Carolina. A serial entrepreneur, Chris has served as CEO for several life sciences companies based on a variety of technologies and is an inventor on more than 30 U.S. patents and patent applications.

Thomas Hunt is Director of Intellectual Property at Markem Corporation in Keene, New Hampshire. A patented inventor and cofounder of ipCapital Group, Inc., a premier IP strategy consulting firm, Tom has developed and refined intellectual asset management methodologies and processes that have been used in over 350 companies.

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"the authors address the ways in which globalization has changed the way companies play the intellectual property game….for those who must address such issues, this book is must reading." (Bookviews.com, April 2008)
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