Open Innovation is transforming the nature of product development. To compete effectively in today’s business environment, firms are using strategic alliances to link their resources with those of other world-class organizations. They are replacing the "not invented here" syndrome with the "invented anywhere approach". Unfortunately, many Co-Development alliances fail. Managers must deal with the complexities of cooperatively developing intellectual assets, linking decision-making structures and building cross-corporate innovation networks. Dr. Slowinski’s 25 years of work on over 300 CoDev alliances led him to identify key best practices. He will present a set of simple, but powerful management tools and metrics. Many firms use these tools to increase the value of both their individual alliances and their alliance portfolios.

What you will learn:

• Organization structures that help and hinder Open Innovation

• Market proven financial models for sharing risks and rewards in Open Innovation agreements

• Implementing “Open Innovation” using the “Want, Find, Get, Manage” Model.

• Selected industry alliances (How firms are accelerating their product development performance using CoDev)

• Lessons from the failures; common pitfalls and how to avoid them

• Proven tools, metrics, and management techniques for successfully implementing “Open Innovation” relationships such as the Alliance Framework® and the Alliance Implementation Programs

• Resolving cultural differences in alliances

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Gene Slowinski is the Director of Strategic Alliance Research at the Graduate School of Management, Rutgers University, an Executive Affiliate with PRTM and Managing Partner of the Alliance Management Group, a consulting firm devoted to the formation and management of strategic alliances, mergers and acquisitions. Prior to forming the Alliance Management Group, he held management positions at AT&T Bell Laboratories, and Novartis Corporation. In addition to a Ph.D. in Management, Gene holds an MBA, and a Masters Degree in the sciences. He is a member of Los Alamos National Laboratory’s Technology Commercialization Advisory Board. For the last 25 years Dr. Slowinski has consulted and conducted research on the formation and management of strategic alliances, joint ventures, mergers, and acquisitions. His clients include GlaxoSmithKline, Merck, Lucent Technologies, Motorola, Johnson & Johnson, Ethicon, ExxonMobil, General Mills, Eastman Chemical, Kraft, Becton Dickinson, and many other Fortune 500 firms. With Matt Sagal, he co-authored the book The Strongest Link. His new book, Reinventing Corporate Growth is the leading book on growing the corporation.

One of the most critical issues in negotiating agreements with third parties for technology development is ownership or rights to Intellectual Assets (IA) and Intellectual Property (IP). Co-management of the IA being generated can allow better protection for all parties. This session will cover (1) how IP/IA issues are managed in Open Innovation partnerships, joint development agreements, and other relationships, and (2) best practice tools and methods for internal IA management to support Open Innovation partnerships.

(1) Managing IP/IA Issues in Open Innovation partnerships and joint development relationships

Case studies, exercises, and group discussions will supplement the presentation content. Specifically, a framework for consideration of IA issues before, during, and after open innovation partnerships, joint ventures, and deals will be presented. The process allows for negotiation to meet near term and future business goals of each party, and guidelines are developed for managing IA through out the lifetime of the partnership. You will also receive a set of strategies for assessing alignment between two parties before entering negotiations - with the goal of preventing conflict and speeding up the negotiation timeline.

(2) Best Practice Tools and Methods for
Internal IA Management in Open Innovation

Dow Chemical has worked with universities, government research institutes, suppliers, customers, connecting sources (such as NineSigma and InnoCentive), and others. Bruce Story will share Dow’s experiences across these different types of arrangements, including how IP issues were managed throughout the lifecycle. Receive specific approaches to:

• Leverage IP and market data to identify and assess potential partners;
• Maximize internal innovation sources prior to seeking external partners;
• Strengthen the deal in your favor by:
  • Performing IA alignment exercises prior to negotiations,
  • Strategically bringing internal IA to the negotiating table;
• Access the brainpower of external experts in facilitated invention sessions;
• Develop an IA management strategy with a partner to delineate responsibilities, rights, and action items;
• Relay to management the key metrics

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Verna Allee brings her experience-tested insights working with executives and managers in a variety of industries for two decades. From a solid foundation in living systems theory, knowledge economics, intangible asset management and business practice she has forged an exciting new synthesis, penetrating to the very heart of value creation.

With a gift for making the complex simple and practical, Allee will demonstrate the basics of assessing any business activity as a value creating network in order to:

• Drive innovation at the strategic, tactical and operational levels.

• Expand the vocabulary of ROI to include intangible impact and strategic capability.

• Combine technology, human networks and value network enterprise strategies to create greater value and innovative breakthroughs.

• Enhance the quality of interfaces, workflows and value exchanges across the entire network

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Verna Allee, M.A., co-founder of Value Networks LLC, is recognized worldwide as a pioneer in value networks, network-centric business, and intangible assets. She is a trusted advisor to CEOs and global executives at companies, government agencies, startups, and global action networks. Ms. Allee is a Fellow of the World Business Academy and an advisor to the European Commission. Her responsibilities include a number of Editorial Boards for the Ethical Markets television series, Inside Knowledge magazine, and Intellectual Capital Magazine. She is among the founding members of the Value Network Consortium – the industry group leading standards, adoption, and vitality of vertical value networks and ecosystem. She guest lectures at universities around the world and has authored two bestselling books, including” The Future of Knowledge: Increasing Prosperity through Value Networks”.