A revised and expanded edition of the groundbreaking Edison in the Boardroom, highlighting the winning strategies today's biggest companies use to maximize the value of their intellectual property Now fully revised and expanded, Edison in the Boardroom, Second Edition takes an in-depth look at the revolutionary concept of intellectual asset management (IAM). Incorporating stories and teachings from some of the most successful companies in the world—such as Hewlett-Packard, IBM, Procter & Gamble, Rockwell, Dow, Ford and many others—Harrison and Sullivan have made an exhaustive study of IAM and its implications for today's businesses.
- Features updated interviews of companies, and a new treatment of the Profit Center Level
- Updates stories and teachings from some of the most successful companies in the world
- Showcases a hierarchy of best practices that today's companies can integrate into their own business philosophies to gain the best return from their intellectual assets
Edison in the Boardroom, Second Edition compiles a wealth of knowledge and successful stories that illustrate how far businesses have come in their ability to leverage and monetize their intellectual assets.
Table of Contents:
Acknowledgments xiii Chapter 1 Introduction 1
Why Update Edison in the Boardroom? 3
A Brief History 6
The Edison Mind-Set 11
The Intellectual Property Management System 18
Summary 25
Chapter 2 The Changing Environment for IP Management 27
The Rise of the NPE (Nonpracticing Entity) 28
Technology Convergence 29
The Arrival of the Chief Intellectual Property Officer (CIPO) 30
The Globalization of Business 33
The Changing Legal Environment 38
The Continuing Lack of a Formal IP Marketplace 39
The Rise of the IP Investor 42
Summary 45
Chapter 3 Level One: Defend Position 47
What Level One Companies Are Trying to Accomplish 48
Functions, Tools, and Capabilities Quiz: Questions Only You Can Answer 51
Best Practices for Level One: Defend Position 56
Summary 68
Chapter 4 Level Two: Manage Costs 71
What Level Two Companies Are Trying to Accomplish 72
Best Practices for Level Two: Manage Costs 74
Summary 92
Chapter 5 Level Three: Capture Value 93
What Level Three Companies Are Trying to Accomplish 94
Best Practices for Level Three: Capture Value 95
Summary 118
Chapter 6 Level Four: Synthesize Opportunities 119
What Level Four Companies Are Trying to Accomplish 120
Best Practices for Level Four: Synthesize Opportunities 121
Summary 139
Chapter 7 Level Five: Shape the Future 141
What Level Five Companies Are Trying to Accomplish 142
The Characteristics of the Future 143
The Characteristics of Sustainable Corporations 143
Best Practices for Level Five: Shape the Future 148
Summary 159
Chapter 8 What to Do When You're Not on the Pyramid 161
Is My Company on the Pyramid? 162
Is My Company a Candidate for the Edison Pyramid? 163
Characterizing IP-Indifferent Companies 164
How Companies Can Destroy Value 167
Moving toward the Edison Hierarchy 170
Summary 171
Chapter 9 The Procter & Gamble Journey 173
Beyond Make and Sell 174
Out-Licensing Technology 175
Additional Growth via Effective Policy Changes 176
Reinventing and Integrating Trademarks and Brands 177
Looking Externally 180
IP as an Enabler to Innovation 184
Looking Forward 185
Appendix A Significant Developments in Intellectual Property Law in the Past 10 Years 187
Mark Radcliffe
Recognition of Value of IP Rights 188
Developments in Patent Law 194
Developments in Copyright Law 205
Developments in Trademark Law 210
Appendix B The Rise of Patent Aggregators 215
Kent Richardson and Erik Oliver
Terminology 215
Background 216
Valuation of Patents in the Aggregation Context 219
Classification Based on Business Model 220
Intellectual Ventures 224
Patent Aggregators: Good or Bad 225
Future Aggregator Ecosystem Directions 226
Appendix C A Closer Look at IP Damages 229
Eric Shih and Rob Kramer
Patent Damages 230
Entire Market Value Rule 231
The Road Ahead 236
Notes 237
About the Authors 243
Index 245
About the Author :
SUZANNE S. HARRISON is a cofounder and Principal in Percipience LLC, a board-level advisory firm focused on intellectual property strategy and management, quantifying and mitigating IP risk, increasing IP value capture and focused innovation. She is also the convener of the ICM Gathering, a group of global companies that has been meeting since 1995 to define, create, and benchmark best practices around Intellectual Property Management (IPM) and other intangibles (I-stuff). An intellectual property expert testifying on both damages and IP management activities, she has written numerous articles and is coauthor of Einstein in the Boardroom, also published by Wiley. Dr. PATRICK H. SULLIVAN is an expert on extracting value from intangibles. He has pioneered the development of methods and practices for analyzing, valuing and managing intangibles for business purposes. He has consulted with over 1,000 companies on issues related to value extraction and valuation. He is a court-approved expert on valuing intangibles and has pioneered the development of valuation methodologies specifically for intellectual property. He is a frequent speaker and has published several dozen articles on valuation and value extraction. His other books include Technology Licensing, Profiting from Intellectual Capital, Value-Driven Intellectual Capital, and Einstein in the Boardroom, all from Wiley.
