The Innovation Handbook: How to Profit from Your Ideas, Intellectual Property and Market Knowledge

338 Pages·2010·8.8 MB·English

by  Adam Jolly

i 
the
Innovati n
c

handbook
Times may be challenging.
But through innovation, businesses can
gain competitive advantage, benefit from
new markets and prepare for the upturn.
How can the Technology Strategy Board
help? By being a catalyst. By providing
leadership. By connecting partners and
investing in new ideas. Our vision: a world
where the UK is an innovation leader and
a magnet for innovative businesses.
Find out more at www.innovateuk.org
www.innovateuk.org
iii 
the
2nd Edition
Innovati n
c

handbook
How to profit from your ideas,
intellectual property and market knowledge
Consultant editor: adam Jolly
 iv 
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book is accurate
at the time of going to press, and the publishers and authors cannot accept responsibility for any errors
or omissions, however caused. No responsibility for loss or damage occasioned to any person acting,
or refraining from action, as a result of the material in this publication can be accepted by the editor,
the publisher or any of the authors.
First published in Great Britain and the United States in 2008 by Kogan Page Limited
Second edition, 2010
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as
permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced,
stored or transmitted, in any form or by any means, with the prior permission in writing of the
publishers, or in the case of reprographic reproduction in accordance with the terms and licences
issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the
publishers at the undermentioned addresses:
120 Pentonville Road 525 South 4th Street, #241 4737/23 Ansari Road
London N1 9JN Philadelphia PA 19147 Daryaganj
United Kingdom USA New Delhi 110002
www.koganpage.com India
© Kogan Page and individual contributors, 2008, 2010
The right of Kogan Page and the individual contributors to be identified as the authors of this work has
been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 5687 0
E-ISBN 978 0 7494 5920 8
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
The innovation handbook : how to profit from your ideas, intellectual property and market knowledge
/ [edited by] Adam Jolly. -- 2nd ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-7494-5687-0 -- ISBN 978-0-7494-5920-8 (e-bk) 1. Creative ability in business--
Management. 2. Technological innovations--Management. 3. Industrial property--Management. I.
Jolly, Adam.
HD53.I564 2010
658.4'063--dc22
2010002757
Typeset by Saxon Graphics Ltd, Derby
Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall
v 
100 years of Intellectual
Property management
From our offices in London, Cambridge, Reading, Manchester, and
York we provide our clients with comprehensive Intellectual Property
management including Patents, Trade Marks and Design rights
throughout the UK, Europe and around the globe.
Founded in 1910 we are proud to have over 100 years of experience
in the protection and commercialisation of all aspects of Intellectual
Property rights and we continue to lead the field with our consistent
strategic insight, innovation and quality.
For a free initial consultation on how we can assist you to use
IP to boost profits and gain competitive advantage contact us:
T: [phone]
E: [email protected]
MATHYS & SQUIRE LLP,
120 Holborn, London, EC1N 2SQ, United Kingdom
[phone]
[email protected]
www.mathys-squire.com
Times may be challenging.
But through innovation, businesses can
gain competitive advantage, benefit from
new markets and prepare for the upturn.
How can the Technology Strategy Board
help? By being a catalyst. By providing
leadership. By connecting partners and
investing in new ideas. Our vision: a world
where the UK is an innovation leader and
a magnet for innovative businesses.
Find out more at www.innovateuk.org
www.innovateuk.org
Your Full-Service IP Partner
Patents,
Trademarks,
Designs
•
IP Strategy
Development
• Johan de Wittlaan 7
P.O. Box 87930
Portfolio
2508 DH The Hague
Management
The Netherlands
•
Telephone [phone]
Due Diligence
Fax [phone]
•
IP Audits [email protected]
[email protected]
•
[email protected]
IP Litigation
www.vereenigde.com

The Hague • Munich
AD_VER_ChaseForInno.indd 1 17-02-10 16:24:37
vii 
Contents
Foreword by Robin Webb, IPO xvii
PART 1 The innovation premium 1
1.1 How innovation drives growth 3
Jonathan Kestenbaum, NESTA
The bottom line 3; Where innovation happens 4; Measuring
innovation 4; Forging links 5; Getting it right 5
1.2 Opening up innovation 8
Tim Nicol, Make Innovation Happen
Rationale 8; Definition 9; Benefits of OI 10; Issues 11;
Consequences 12; Conclusion 12
1.3 Innovation support 15
Phill Allen, Welsh Assembly Government
Maximizing your intellectual property 15; Good design is good
business 16; Supporting manufacturing 17; Increasing
opportunities for commercial success 17; Summary 18
1.4 Intellectual property for innovators 19
Miles Rees, Intellectual Property Office
The national and international IP systems 20; IP rights for
business 20
 viii Contents  _______________________________________________________________________________________________
1.5 Realize what you have 26
Ian Wilkinson, Invest Northern Ireland
How should you start? 27; What can go wrong? 27; Things can
go right! 28; Is IA management expensive? 28; Conclusion 29
1.6 How to maximize the value of your intellectual property 31
John Pryor, CPA Global
Realizing value 34; Value structures 34; Conclusion 35
PART 2 Move up the value chain 37
2.1 Technology as an accelerator for growth 39
Allyson Reed, Technology Strategy Board
Connections 40; Partnerships 40
2.2 Partnerships for innovation 43
Clare O’Neill and Cathy Garner, Manchester: Knowledge Capital
When two worlds collide 44; How universities can support
business innovation 44; Examples in Manchester 45
2.3 The power of design 47
Clare O’Neill and Cathy Garner, Manchester: Knowledge Capital
2.4 Brand innovation 52
Peter Matthews, Nucleus
Branding innovation 53; Protecting innovation 53; Funding
innovation 53
2.5 IP as a profit centre 57
Ben Goodger, Rouse Legal
Your IP strategy as part of your overall business strategy 57;
Look ahead 58; Know what you’ve got 59; Get it right from
creation 59; Manage your portfolio efficiently 60; Leverage
your IP to make it into a profit centre 60; Be prepared to enforce
– intelligently 61; Conclusion 61
PART 3 Forms of innovation 63
3.1 Breakthroughs versus improvements 65
David Fry, Agile IP LLP
3.2 Broad versus narrow 69
Ilya Kazi, Mathys & Squire