welcome to the intellectual economy. 2intellectual property standards return on investments before...
DESCRIPTION
3Intellectual Property & Standards Global changes in the last 20 years Globalization in marketing and manufacturing: –More companies –More competition, lower margins –Shorter product life cycles –Increased price erosion –Cost of R&D increases Return on your R&D investment more difficultTRANSCRIPT
![Page 1: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/1.jpg)
Welcome to the Intellectual Economy
![Page 2: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/2.jpg)
2Intellectual Property & Standards
Return on investments
Before 1985
ProductsR&D Manufacturing Marketing& Sales
![Page 3: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/3.jpg)
3Intellectual Property & Standards
Global changes in the last 20 years
• Globalization in marketing and manufacturing:– More companies – More competition, lower margins– Shorter product life cycles– Increased price erosion – Cost of R&D increases
• Return on your R&D investment more difficult
![Page 4: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/4.jpg)
4Intellectual Property & Standards
Global changes in the last 20 years• Originally manufacturing created competitive edge
– mass production– miniaturization
• Now manufacturing has become a commodity– outsourcing – low wage countries
• Competitive edge of companies shifts from production-based to knowledge-based
![Page 5: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/5.jpg)
5Intellectual Property & Standards
IPR developments in last 20 years
• IPR laws and enforcement strengthened– 1982 establishment of single patent appeal court
created pro-patent climate in the US– TRIPS: harmonization of patent laws– Areas for patenting broadened : software, business
methods
• IPR became a strategic weapon in competition
![Page 6: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/6.jpg)
6Intellectual Property & Standards
US Patents 1980 - 2004
![Page 7: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/7.jpg)
7Intellectual Property & Standards
IPR changes in the last 20 years
• Increasingly more companies recognize that IPR is an asset that can create significant value
• Many companies are building up large IPR portfolios
• More companies are trying to generate revenues out of their IPR portfolio
![Page 8: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/8.jpg)
8Intellectual Property & Standards
Business redefined
IP
Products
Return on investments
Return on investments
Manu-facturing
TechnologyPatents
R&D
TrademarksDesigns
Marketing &
SalesManu-
facturing
+
![Page 9: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/9.jpg)
9Intellectual Property & Standards
Licensing Revenues globally (not Philips)
B$
![Page 10: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/10.jpg)
10Intellectual Property & Standards
Welcome to the Intellectual Economy
![Page 11: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/11.jpg)
11Intellectual Property & Standards
The Intellectual Economy
• Where ideas and technologies are ingredients
• Where intellectual property is the merchandise
• Where people expect smarter products with more convenience
• Where technology leaders fuel the innovation
![Page 12: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/12.jpg)
12Intellectual Property & Standards
Use IP
• Invest in innovation• Share new technology• Develop new markets• Delight customers
![Page 13: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/13.jpg)
13Intellectual Property & Standards
Philips activates the value of its intellectual property
in the Intellectual Economy
![Page 14: Welcome to the Intellectual Economy. 2Intellectual Property Standards Return on investments Before 1985 Products RDManufacturing Marketing Sales](https://reader034.vdocuments.mx/reader034/viewer/2022051202/5a4d1b767f8b9ab0599b7348/html5/thumbnails/14.jpg)