INTELLECTUAL PROPERTY AND COMPETITITVE ADVANTAGE Rakesh Basant.
-
Upload
melinda-fields -
Category
Documents
-
view
214 -
download
0
Transcript of INTELLECTUAL PROPERTY AND COMPETITITVE ADVANTAGE Rakesh Basant.
INTELLECTUAL PROPERTY AND COMPETITITVE
ADVANTAGE
Rakesh Basant
Rakesh Basant/IPadavntage 2
Strategic Question
How to leverage IP to reduce costs, increase profitability and market share vis-à-vis your competitors?
To analyze this question, focus on
Conceptual building blocks for analysis
Key strategic issues for building competitiveness with IP
Firm perspective but implications for research labs, public/private
Rakesh Basant/IPadavntage 3
Expected Learning Points
Ownership of IP may be a necessary but not a sufficient condition for competitive advantage
IP needs to be seen in a larger context of corporate and technology strategies to derive maximum value
Importance of cross-functional groups to develop and commercialize IP
Broad framework for understanding the role of IP in enhancing competitiveness
Rakesh Basant/IPadavntage 4
Building Blocks
Intellectual property (IP) v/s Intellectual assets (IA)
Not all innovations are protected and all IP commercialized
Technology, an important element of intellectual assets
Knowledge embodied in product, process and practices
Codified v/s tacit knowledge
Rakesh Basant/IPadavntage 5
Building Blocks…..
Appropriability: Ability to appropriate benefits arising from IA
Perfect appropriability a misnomer
Technology imitation possibilities: complexity, cumulativeness, circumstantial specificity and tacitness
Practices tacit/cumulative - difficult to imitate
Sector specificity: chemicals v/s engineering, life cycle
IPR regime: laws and their implementation
Rakesh Basant/IPadavntage 6
Building Blocks…..
Product-Process-Practice linkages
Conventional technology/product life cycle (T/PLC) approach v/s simultaneous attention on product and process: sector specificity, T/PLC duration?
Issue of standards, design freedom (sector specific)
Breakthrough, platform, derivative projects
Rakesh Basant/IPadavntage 7
Building Blocks…..
Complementary Assets Required for Commercialization of IP
Complementary technologies
Manufacturing, Marketing, Distribution, After sales support
Customer relationships
Complementary intellectual property: Patents, trade secrets & brands?
Generic v/s Specialized:Irreversibility, commitment, contracting difficulties, lock-in
Rakesh Basant/IPadavntage 8
Key Strategic Issues for Competitive Advantage
How to access complementary assets?The case of CAT scanner: EMI, GE, Johnson &
Johnson
Role of various appropriability regimes, asset specificity etc
How to leverage the linkages between the 3Ps?Get the linkages right, unbundle to learn and develop
capabilities
Avoid over the wall syndrome, participation of manufacturing in design process
Rakesh Basant/IPadavntage 9
Key Strategic Issues…..
How to leverage the linkages between the 3Ps...
Process development as an integral part of the product development process to become competitive Lower manufacturing costsAccelerated time to market, lead timesRapid ramp-up Faster introduction of new products
Rakesh Basant/IPadavntage 10
Key Strategic Issues…..
Process development as an integral part of the product development process…..Enhanced product functionality and customer
acceptanceExtended proprietary position: appropriability
improves, process imitation more difficult and practice most difficult?
Issues of quality, delivery times, defect rates etc.
Role of process-practice interface
Rakesh Basant/IPadavntage 11
Key Strategic Issues…..
The need of linking the three Ps is very real becauseProduct Life Cycles are becoming shorterHard to manufacture product designsFragmented demanding marketsHigh costs of development
Implications for public sector labs?Public-private partnership?
Rakesh Basant/IPadavntage 12
Key Strategic Issues…..How to leverage the links among various
IPRs?Complementary IP on new
features/process/designsPatent thicketsPatents/copyrights for software and trade
dress for interface?Combine trade secrets with patents and
trademarks Munificence of patented technology: strategic
use for different products/sectors
Rakesh Basant/IPadavntage 13
Key Strategic Issues…..How to produce a design that is closer to
the customer?Over the wall syndrome: R&D-Manufacturing-
Marketing
How to exploit the relevance of tacit knowledge?Links between codified & tacit knowledge: the
3 Ps, appropriabilityManagement of tacit knowledge critical:
organizational practices to diffuse (share) - incentives, labour turnover
Rakesh Basant/IPadavntage 14
Thank You