Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Intellectual Property Agenda: Intellectual Property Law: the basics Seven components in the protective shield: 1. The Patent 2. The Utility Model 3. Design 4. Trademark/Brand 5. Secrecy 6. Niche Protection 7. Speed Protection Valuation of IPR Buying and selling IPR The Capital Conflict Protection Strategies

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ By Definition: Intellectual Property is the ownership = the exclusive right to commercially exploit intellectual achievements, which can be defined, described and protected against other parties exploitation by national law and international conventions Objectives: to stimulate Art and Industry to innovate to obtain insight in industrial technology/processes

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ The American constitution determines that “The Congress shall have the power to promote the progress of science and the useful arts by securing for limited times to authors and inventors the exclusive right to their respective writings and discoveries.”

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ The Protective Shield: 1. PATENT Global, efficiant, expensive, ressource consuming 2. UTILITY MODEL (Poor Man’s Patent) National - local, cheaper, less efficiant 3.DESIGN PROTECTION National, mandatory in certain business areas 4.TRADEMARKS, BRANDS National, mandatory when leaving your niche 5. SECRECY High cost/efficiancy, low protection, requires secrecy agreements with employees = extra payments 6.NICHE PROTECTION 7.SPEED PROTECTION

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ THE PATENT A geografically and time limited monopoly on sales and production of products, whose function rely on processes, procedures or constructional embodiments, which are descriped in the patent claims. To obtain a patent requires NoveltyUnknown to Mankind UsefulnessIn a commercial-industrial context! InventivenessNot obvious to the skilled but unimaginative specialist

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll PATENT PROCESSING Rejection PATENT! Rejection PATENT! Filing 6 month 12 months PCT – International Patent 18 – 36 months National Patent FILING DATE = Priority Date – Globally!

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Patents – interaction and impact Any one may file a patent on an invention, which improves an existing and patented invention No one is allowed to exploit the subsidiary patent without the permission of the owner of the existing patent

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Evaluation of Patents Accumulated cost vs. The perceived value of a patent Accumulated costs Valuation of Patent KiloDKK Yrs P-day POP 1 POP 2POC

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Selling Patents 1.Valuation Utility- and commercial proofs increase valuation – often dramatically 2.Tactics of Negotiation - Hire professionals - Non-disclosure agreements, response deadlines, non-attack agreements, Keep a distance to major expenses 3.Sales procedure Serial or parrallel contacts to potentail buyers? Exclusive or non-exclusive licensing agreements?

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ The Capital Conflict Current Patent Expenses Cashflow € Yr P Timing of Filing is essential - And Case Sensitive!

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ Protection Strategies, IP 1.Production Secrecy agreements, niching, stock options, Non- compete obligations, patents, design, trademarks 2.Consultancy Non-compete obligations, stock options 3.ICT Speed protection, niching, stock options 4. Biotec Patents, stock options

Institut for Produktion og Ledelse Danmarks Tekniske Universitet John Heebøll Greenhouse+ The Novelty Search: Your Key to Freedom-to-Operate Look your competitors over their shoulders Find yourself a domain: make your claim DERVENT: a global database at Derwent Innovations IndexDerwent Innovations Index The Danish Authorities: Great for initial search and a lot of help if you want to write your own patent application