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CM V84 - Corporate Intellectual Property Rights Strategy and Anti-Counterfeiting*,Q3 *NOT ESTABLISHED*

Faculty
Karin Beukel (INO) and Lee Davis (INO). Guest lectures will be held by IP and anti-counterfeiting professionals from Danfoss, Sony Ericsson Mobile Communications AB, Fritz Hansen and Santaris Pharma.
Course Coordinator
Lee Davis
Prerequisite/progression of the course
The course is open to all students enrolled in CBS masters programmes.
Course content, structure and teaching
This course teaches students how to develop, map and implement an IP (intellectual property) strategy, demonstrating how managers can support their business with IP rights (patents, designs, copyrights, trademarks), combined with know-how and trade secrets – and showing how the business can grow by using the supporting instruments the IP regime gives. IP strategy involves assessing risks, market structures, competitor positioning, and defining how the firm should organize itself in this landscape. Building and managing corporate IP- and anti-counterfeit strategies are becoming increasingly essential for gaining competitive advantages and managing companies with success. This course helps students to develop an applied approach to how companies navigate in this complex business area, where strategy, innovation, intellectual property rights and know-how meet.
The course begins by introducing the different IP rights and their practical implementation seen for example from a marketing perspective or during R&D, followed by a focus on IP strategic and anti-counterfeiting issues. Currently more than 2/3 of counterfeit products in the world originate from China; students will learn what companies can do to profitably address this challenge. The course will also cover corporate IP management, including issues such as technology transfer, licensing, R&D, marketing, innovation, open innovation, academic entrepreneurship and valuation of patents. A wide range of practical examples will be used to support the theoretical perspectives and text readings. Representatives from multinational corporations from different industries that work daily with IP management, IP strategy and anti-counterfeiting will visit the class, giving practical tips with students on how to implement an effective IP strategy facing different opportunities and risks. The teacher, who has worked extensively in both China and the EU with corporate IP strategy and anti-counterfeiting, will share her personal experiences with helping companies cope with the “minefield” of global anti-counterfeiting, which can cost billions of dollars in lost revenues.
The course's development of personal competences
After taking this course, students will understand how to approach corporate IP challenges in various industries, and apply the knowledge learned in future positions in-house in both SMEs and MNCs. Among others, students will learn, when, how and what kind of IP rights that should be considered in the product development process, how to secure a corporate brand, and how to fight counterfeit products worldwide.
Learning Objectives
At the end of the course participants should be able to:
  • discuss the fundamentals of IP rights, international challenges, national indicators and how IP rights are investment incentives
  • account for theoretical approaches to IP strategy and IP organization, apply the theoretical perspectives in such a way that the student are able to suggest realistic ways of managing IP rights in different industries
  • discuss challenges and opportunities in academic entrepreneurship
  • account for how open innovation is related to IP strategy
  • explain how IP rights are used in academic research, and how companies can benefit from this
Type of examination, exam aids and assessment
Written exam, open book.
Recommended literature
  • Beukel Karin (Co-author, The IPR Company) Are IPR a Barrier to the transfer of climate change technology, Jan. 2009, Link: http://trade.ec.europa.eu/doclib/docs/2009/february/tradoc_142371.pdf
  • Chesbrough H, The logic of open innovation: Managing intellectual property. California Management Review. Volume: 45 Issue: 3 Pages: 33-+ Published: SPR 2003
  • Davis Lee, Competing on IP: Licensing strategies of the new intellectual property vendors, California Management Review, Winter, 2008 (February issue)
  • Davis Julie L and Harrison Suzanne S. Einstein in the Boardroom, (Book)
  • Globerman, S. Adressing International Product Piracy. Journal of International Business Studies 19(3): 497-504 (1988).
  • Gould DM, Gruben WC The role of intellectual property rights in economic growth., Journal of Development Economics. Volume: 48 Issue: 2 Pages: 323-350 Published: 1996.
  • Grossman Gene M.; Shapiro Carl Counterfeit-Product Trade, The American Economic Review, Vol. 78, No. 1. (Mar., 1988), pp. 59-75.
  • Hall, B. H. and R. H. Ziedonis The patent paradox revisited: an empirical study of patenting in the US semiconductor industry, 1979-1995. Conference on Patent Systems and Innovation, Santa Barbara, California, Rand (1999).
  • Hall, B. H., A. Jaffe, et al. Market value and patent citations. RAND Journal of Economics. 36: 16-38 2005.
  • Hanel Petr, Intellectual property rights business management practices: A survey of the literature, Technovation, 2006, Volume 26, Issue 8,
  • Lynskey, M. J. Editorial: a strategy to optimise the business value of Intellectual Property. (2006).International Journal of Biotechnology 8(3-4): 146-168.
  • Merges Robert P. and Nelson Richard R. On the Complex Economics of Patent Scope. Columbia Law Review, Vol. 90, No. 4 (May, 1990), pp. 839-916
  • Trajtenberg, M. A penny for your quotes – patent citations and the value of innovations. Rand Journal of Economics 21(1): 172-187. (1990).
  • Ziedonis RH Don't fence me in: Fragmented markets for technology and the patent acquisition strategies of firms., 2004, Management Science 50(6): 804-820.
  • Zucker LG, Darby MR, Armstrong JS. Commercializing knowledge: University science, knowledge capture, and firm performance in biotechnology. Conference Information: Conference on University Entrepreneurship and Technology Transfer, Date: DEC, 2000 GEORGIA INST TECHNOL, DUPREE COLL MANAGEMENT ATLANTA GEORGIA Source: MANAGEMENT SCIENCE Volume: 48 Issue: 1 Pages: 138-153 Published: 2002
  • Reitzig Markus. Improving patent valuations for management purposes - validating new indicators by analyzing application rationales, Research Policy 33(6-7): 939-957, 2004.
Final reading list will be sent to students enrolled in the course

Sidst opdateret af The Electives Office 21.12.2009