Section 06

Innovationsmanagement

Ernst, E., Fabry, B., Soll, H.J.
Enhancing market-oriented R&D planning
J. Business Chem. 2,  2004

Marketing and R&D strategies need to be aligned to increase the return from investment in new technologies. Various portfolio techniques have been widely used to support strategic planning. A new portfolio approach integrating market and technology portfolios to support market-oriented R&D planning is developed. The integrated portfolio is based on objective market and patent data and empirical evidence that the respective portfolio dimensions impact a company’s business performance. This contributes significantly to the relevance of the proposed integrated portfolio approach for strategic planning. It is tested in a practical application in the chemical industry. Based on these experiences, a set of recommendations for the effective use of the integrated portfolio for market-orientated strategic R&D planning is derived.

Ernst, H., Lengholz, J., Köster, M., Fabry, B.
Patent portfolio analysis
World Patent Information 28, 2006

Computer aided patent portfolio analysis is a useful tool to evaluate both the R&D landscape and business opportunities. All necessary patent data can be generated from publicly accessible data bases. Patent data allow conclusions about a firm’s patent activity and the quality of its patent portfolio. Further, the international and technological scope of a company’s patent strategy can be assessed. This information is particularly interesting for the evaluation of a firm’s innovative potential. Besides, it allows conclusions to be drawn on the innovative dynamics of the considered market segment, in this case dietary supplements. The results are shown in graphs and spider charts. In sum, we can make conclusions about the relative innovative power and patent strength of a company within the selected market segment. We draw conclusions on the importance of patents as a method of knowledge protection in this market and gather insights about the availability of companies that are potentially suitable for co-operations or acquisitions.

Fabry, B.
Three-dimensional evaluation of IP rights
J. Business Chem. 1, 2006

In the monetary valuation in Euro and Cent we will have to take into account that the determination of value is subjective and may differ depending on the assumption. This problem is, in a manner of speaking, sui generis, i.e. it is left to the evaluator which parameters he wishes to consult for the determination of value, as long as these are transparent and are understood and accepted by the counterpart at whom this evaluation is directed. Among the business-oriented approaches, the patent portfolio valuation on the basis of information retrieved from patent data bases is convincing due to its comparatively high objectivity. However, high technical efforts and the lack of a component in the patent law sense are disadvantages. In order to meet the expectation to carry out a three-dimensional valuation of IP rights from a monetary, technological, and legal perspective with a justifiable effort, a two-dimensional matrix consideration of technological value and value in the patent law sense might be suitable, in which each of these dimensions is dissected into individual valuation factors, which are weighted and assigned a value. This two-dimensional depiction in a co-ordinate grid can be supplemented by the monetary valuation as a third dimension, in which a cost-oriented approach offers most advantages among the different methods. This approach has the charm that it can be carried out with a manageable effort and has been successful implemented in 2005 as an important strategy and management tool within the Cognis Holding. Still it must be clear that it does not provide an objective picture either, a pseudo-objective picture at best and a snapshot in addition. Because of the large number of different valuation factors and the special transparency of the calculation basis connected with this method, preconditions are given that a high degree of acceptance can be reached between the evaluator and the person the valuation is directed at – which is still the decisive requirement that an IP right valuation fulfils its meaning.

Fabry, B.
Open innovation strategies for fast moving consumer goods
SÖFW Journal 139, 44, 2013

Fast moving consumer goods, such as for example dipers, toiletries and manual dish washing agents, are defined as being products that are sold quickly and at relatively low costs. True innovations in the FMCG area are pretty hard to place succesfully in the market, since customers typically do not acknowledge sophisticated technological benefits. Unlike for example in case of cosmetics their buying decision is dominantly triggered by other factors, like brand loyalty, price and of course simply chance. Therefore, companies like for example P&G or L’Oréal have started new approaches to identify true needs of the consumers in order to develop products with a sharper profile for increasing their market share. The presentation puts light on new trends like open innovation with customers or project houses with suppliers. It also explains legal problems associated with the transfer of inventors rights and the strategies how companies in consumer goods industry tend to monopolize these kinds of innovations. Finally, examples are presented, how patents beside their function as prohibition rights can be used to create extra income.