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Leveraging Intellectual Property (IP) Assets for Business Success;
Leveraging Intellectual Property (IP) Assets for Business Success;
Leveraging Intellectual Property (IP) Assets for Business Success;
Leveraging Intellectual Property (IP) Assets for Business Success;
Case study on patent protection
Case study on patent protection
Case Study on geographical indications
Case Study on geographical indications
Case Study on industrial design protection
Case Study on industrial design protection
Example 1
Example 1
Example 1
Example 1
Example 1
Example 1
Example 1
Example 1
Example 2
Example 2
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Leveraging Intellectual Property (IP) Assets for Business Success; Introduction to Intellectual Property Rights (IPR)

содержание презентации «Leveraging Intellectual Property (IP) Assets for Business Success; Introduction to Intellectual Property Rights (IPR).ppt»
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1Leveraging Intellectual Property (IP) 17products to specific markets or target
Assets for Business Success; Introduction groups (e.g. women, children, etc.) Design
to Intellectual Property Rights (IPR) protection Provides exclusive rights to
Mozambique 21-22 August, 2006 Guriqbal prevent others from making, offering,
Singh Jaiya. importing or selling any product in which
2Structure of the Presentation. 1. the design is incorporated Duration: in
Intellectual Property in Today’s Economy the European Union up to 25 years
2. What are Intellectual Property Rights? (unregistered design: 3 years).
3. IP Rights and Competitiveness. 18Case Study on industrial design
3Intellectual Property in Today’s protection. Trax® is a system of public
Economy. Since 1993, patent applications seating manufactured by OMK Design Ltd.
at the European Patent Office have Originally designed for British Rail. Had
increased by 8.3% a year. Companies such to be visually appealing, comfortable and
as IBM, Motorola, Philips, Mitsubishi, weather-resistant. In 1990 it was
Canon, Hitachi, Eastman Kodak file over installed in railway stations in UK 14
1000 patents a year. years later it is installed in over 60
4 airports. Industrial design protection in
5Intellectual Property in Today’s UK, France, Germany, Italy, Benelux,
Economy. IBM earns over US$ 1 billion a Australia and the US has guaranteed a
year from patent licensing revenues US degree of exclusivity keeping imitators
Patent License Royalties (in billions US$: away.
2002. 1980. 19IP Rights: Copyright. Rights given to
6Intellectual Property in Today’s creators for their literary and artistic
Economy. Over 80% of the market value of works Protected works: books; newspapers;
Microsoft derives from its intangible computer programs; databases; films,
assets, especially its intellectual musical compositions; choreography;
property The value of the Coca-Cola paintings; drawings; photographs;
trademark exceeds US$ 50 billion. sculpture; architecture; advertisements;
7Dr. Horst Fischer, Corporate Vice maps and technical drawings. Generally
President, Siemens AG “Any company wishing protected for 70 years after te death of
to prosper in the next millennium will the author Does not require registration
also have to efficiently manage its IP (however…).
portfolio”. “For this reason it has become 20Case Study on Copyright Protection.
essential that every manager in the Uruguayan software developer Memory®:
enterprise - not just those working in the accounting programs for SMEs Copyright
corporate legal department - appreciates belongs to company Each copy of the Memory
and understands not only what IP is, but Software includes a license for use
how it can be more effectively Registered its software in the different
exploited." countries in which it operates
8Why have IP rights become so Technological protection measures
important? Intangible assets as main Permanent innovation Franchising of Memory
source of competitive advantage for firms business model.
Outsourcing of manufacturing by large 21IP and Competitiveness. What are the
enterprises Legislative changes (national, factors that determine the success of a
regional and international) New types of new product in the marketplace ?
patentable subject matter (e.g. 22Factors determining the success of a
biotechnology, software, business methods) new product. The product provides
Universities and public research functional advantages Price Attractive
institutions also beginning to focus on design Reputation of brand Available in
IP, especially patents. the main retail shops Consistent product
9What are IP Rights? Industrial quality After-sales services.
Property Rights Patents and Utility Models 23How should SMEs Respond? If functional
(or “short-term patents”) Trademarks improvements, attractive designs and a
Industrial Designs Geographical well-positioned brand are some of the
Indications Trade secrets Topographies of features that may determine the success of
integrated circuits Copyright and Related a new product, what can an SME do to
Rights New Varieties of Plants protect these and maintain its exclusivity
Non-original databases. over their use in the marketplace and deal
10IP Rights: Patents. Definition: A with free riders?
patent is an exclusive legal right granted 24Legal protection of IP grants
for an invention that is: New (Novelty) exclusive rights. Patents, Utility Models
Involves an inventive step (Non obvious) Industrial Designs. Innovation -
Capable of industrial application improvement of functional aspects or
Duration: 20 years from filing date fabrication process of the product Design
Territorial right Requires disclosure of - the product’s appearance Brand -
the invention Can be licensed to third commercialization / marketing of the
parties Utility Models (or short-term product. Trademarks.
patent): up to 10 years. 25Intellectual Property Rights.
11Patents. Why do SMEs apply for patent Innovative functional features Design /
protection? Market exclusivity To recover aesthetic aspects Brands. Patents or
R&D investments Facilitates licensing utility models Industrial designs
Advantageous negotiating tool Financing Trademarks.
opportunities (venture capitalists, etc) 26Example 1. Patent for the fountain pen
Favorable image and credibility Freedom to that could store ink Utility Model for the
operate Higher market value and publicity grip and pipette for injection of ink
International expansion. Industrial Design: smart design with the
12Case study on patent protection. Case grip in the shape of an arrow Trademark:
study on the commercialization of a provided on the product and the packaging
patented product Croatian pharmaceutical to distinguish it from other pens Source:
company (Pliva)discovers new antibiotic Japanese Patent Office.
(azythromicin) Pliva applies for patent 27Example 2. Invention of CD player
protection in Croatia and in various protected by patent Brand on CD player
potential export markets Large protected by trademark Design of CD player
pharmaceutical multinational Pfizer protected by industrial design Music
searches patent databases and discovers played on CD player protected by
the Pliva patent Pliva licenses Pfizer to copyright.
produce the antibiotic in the US as well 28SMEs and Global Economy. In the new
as in some other countries in Western knowledge economy, intangible assets,
Europe while Pliva maintains the exclusive including innovative ideas, information
right to commercialize the antibiotic in and know-how have become central business
Eastern Europe. assets. In the US, SMEs contribute 2.38
13IP Rights: Trademarks. Trademarks: A times more innovations per employee than
sign capable of distinguishing the goods do larger firms (Source: OECD) SMEs are
(or services) produced (or provided) by proven innovators in the broad sense.
one enterprise from those of others 29SME Competitiveness. In the new
Crucial to differentiate products from knowledge economy competitiveness is
those of competitors Basic pillar of any increasingly based on firms ability to
marketing strategy Important for enhancing provide high-value-added products and
recognition and reputation of the product services at a competitive price
and for creating a loyal clientele Globalization and trade liberalization has
Trademark registration: Provides exclusive made it crucial for SMEs to become
right to prevent others from making internationally competitive even when
identical or similar products under the competing exclusively in domestic markets.
same or a confusingly similar mark 30SME Competitiveness. In order to be
Duration: 10 years. Can be renewed internationally competitive SMEs need to
indefinitely. constantly improve their efficiency,
14Case study on trademark protection. An reduce production costs and enhance the
Italian businessman buys unmarked t-shirts reputation of their products by: Investing
from manufacturers of generic clothing, in research and development Acquiring new
attaches his trademark and begins to sell technology Improving management practices
them to retail stores Started in a garage Developing creative and appealing designs
in the periphery of Rome Today the Marketing their products and services.
Pickwick trademark is perceived by Italian 31SME Competitiveness. The above require
teenagers as a synonym of style and SMEs to make significant investments.
quality Pickwick has exports its products Without intellectual property protection
across Europe Its trademark is its most there is a strong risk that investments in
valuable asset. R&D, product differentiation and
15IP Rights: Geographical Indications. marketing will be wasteful Intellectual
Geographical indications: sign used on property enables SMEs to have exclusivity
goods that have a specific geographical over the exploitation of their innovative
origin and possess qualities or a products, their creative designs and their
reputation that are due to that place of brands, thus creating an appropriate
origin most commonly, a geographical incentive for investing in improving their
indication consists of the name of the international competitiveness.
place of origin of the goods. Examples: 32How can IP ‘add value’ to your
champagne, roquefort, tequila, chianti. business? Providing exclusivity over
16Case Study on geographical product or design: greater market share
indications. Tequila In 1977 Tequila was Increasing revenue (through licensing)
registered as a geographical indication in Enhancing market value of the firm Enhance
Mexico Tequila registered through Lisbon image of the company Help in raising funds
agreement and mutual recognition Access to new markets.
agreements with the EU Only Mexican 33Conclusion. By establishing a culture
producers from 5 specified regions of the of identifying, cultivating and
country (where the raw material “agave” strategically using its IP assets, an
grows) are entitled to produce Tequila enterprise can increase its revenue, have
Over 190 million liters of Tequila are an edge over its competitors and position
produced annually, giving direct itself well in the market. Ignoring IP
employment to over 36,000 Mexicans. altogether is in itself an IP strategy
17IP Rights: Industrial Designs. that may prove costly to the enterprise in
Industrial Designs Aesthetic features of a the long-term.
product Must be new, original and have an 34Welcome to visit WIPO’s website for
individual character Adds value to the SMEs : http://www.wipo.int/sme.
product by making it more appealing to 35Thank You!
consumers. Enables customization of
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Leveraging Intellectual Property (IP) Assets for Business Success; Introduction to Intellectual Property Rights (IPR)

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