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2 - D A Y  W O R K S H O P
Leveraging Intellectual Property to Accelerate Product & Technology Development—
How to Make Open Innovation Work

 Dates & Location:
 June 16-17, 2008
/ Cambridge, MA


Day One: Strategy

7:30 – 8:30 Registration & Continental Breakfast
8:30 – 11:00 Making Open Innovation Part of Your Technology Strategy (Jay Paap)
  • The logic of OI

  • Why OI is relevant – more than leveraging resources

  • The challenge of OI – why some firms are reluctant to be open

  • Context and key lessons from major OI efforts

  • Forms of OI (alliances, licensing in and out, spin-offs)

  • Guidelines for selecting the right approach

  • Institutionalizing OI – integrating OI with your overall technology strategy

  • Organizational issues
11:00 – 12:00 Special Presentation/Case Example: Managing the IA Portfolio for Open Innovation at Kimberly-Clark

Guest Speaker:
Amy Achter
, Director of Corporate Intellectual Asset Management, Kimberly-Clark Corporation
  • How a robust innovation pipeline and portfolio is critical for growth

  • How to align your IA portfolio with the business and innovation strategies

  • Implementing and institutionalizing Open Innovation

  • Knowing what you have, what you need, and how you are going to get it

  • Maximizing competitive advantage

  • The role of IA management in Open Innovation partnerships

  • Determining the appropriate IA metrics and applying them to overall estate management

  • Assessing and maximizing the value of Intellectual Assets
12:00-1:00 Lunch

IP Strategy Associated with Open Innovation (Paul Germeraad)

  • Tying your organization’s technology and IP strategy with corporate strategy and vision
    Exercise: What IP is available in a new product offering?

  • IP strategy –what is a good one versus a bad one, how do you know?
    How IP strategy fits into business maturity model

  • Assess OI business risk associated with various IP landscapes

  • IP management in the brave new world of open innovation - Utilize Use Map, Product Matrix, Value Maps

  • IP-centered business design –

  • IP in different regions of the world

5:00-6:00 Wine and Cheese Reception

Day Two: Implementation

7:30 – 8:30 Continental Breakfast
8:30 – 11:30 Making Open Innovation Work (Jay Paap)
  • Project management in an OI context

  • Challenges to traditional stage gate project management systems

  • Managing people – setting expectations and overcoming resistance

  • Sourcing and target techniques (including using IP to find others)

  • Three critical steps for turning general needs into specific opportunities

  • A framework for structuring effective alliances

  • Structuring orphan and strategic spin-offs

  • Steps in spinning out a viable independent entity
11:30-12:30 Lunch
12:30-1:30 Managing IP in an OI Context
Paul Germeraad)
  • Tapping your company’s internally created and externally acquired IP

  • Revisit of Use Map, Product Matrix, Value Maps (with case study)

1:30-2:30 Driving IP Strategies –
Legal Department Perspective

Guest Speaker:
Astrid R. Spain
, Partner, McDermott Will & Emery LLP

  • Creation and Recognition of IP Assets

    • Capture knowledge & insight and make proprietary

  • Value Extraction

    • exclude others

    • permit others

    • destroy or limit monopolies

  • Risk Management

    • attain freedom to operate, practice, use

    • develop actionable competitive intelligence

  • Business and IP strategies in lockstep

  • Monitor and mine company technology

  • Select innovative technologies for IP protection
2:30-4:00 Driving IP Strategies – Business Perspective (Paul Germeraad)
  • Patent mining and analysis, looking for white space opportunities

  • Use of White Space Maps

  • Use of “design around sessions” to strategically patent ideas and technologies

  • Finding and qualifying the best potential partners/sources

  • Nutraceuticals case study

  • Structuring agreements

  • Costs of IP ownership and SWOT

  • Decide when to buy, sell, license, spin out, share – or keep – IP

  • Create and manage a robust IP portfolio

  • Use of Claims Maps and software concept engines
4:00-4::30 Wrap-Up and Next Steps

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