Reaping value from intellectual property: DuPont's strategic approach achieves global growth

Strategy and Leadership - 2007
JohnSterling1, Charles D.Murray2
1Partner in Smock Sterling Strategic Management Consultants, located in Lake Forest, Illinois, and a contributing editor of Strategy & Leadership ([email protected]).
2Managing Director of DuPont's Intellectual Assets and Licensing business. His nearly 30‐year career with DuPont has included leadership positions in engineering, marketing and sales, manufacturing and technology; he has been involved with licensing and business development for over 15 years.

Tóm tắt

PurposeExplains how companies can learn from the best practices DuPont uses to aggressively manage its intellectual property and grow its licensing revenues.Design/methodology/approachThis case extracts three key success factors from the DuPont approach and describes how they are applied in practice.FindingsAt a strategic level, companies need to have a corporate level commitment to capturing and growing value from its intellectual assets – a proactive approach, not a passive, opportunistic approach. Companies need to focus resources on facilitating the creation of licensing revenue growth – either centrally, as at DuPont, or within every substantial business unit that “owns” licensable intellectual assets. And, companies need to create incentives for business units to devote attention and resources to its intellectual property portfolio.Practical implicationsSmaller technology companies have a strong motivation to aggressively manage their intellectual property and grow their licensing revenues, because scale and the related networks that scale creates enhance a company's ability to capture future growth and value from its IP portfolio.Originality/valueAll companies with valuable intellectual property can learn from the best practices of the industry leaders.

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Tài liệu tham khảo

Fernandez, D. and Neuenschwander, C.R., “Strategic licensing in the new economy”, IPLoft.com 1 March 2006.

Hastbacka, M.A. and McCarthy, K., “Technology licensing: a strategy for creating value”, Prism, Issue No. 2, 1998.

Kobylarz, X.P., “IP fact‐finding mission: Stanford is designing a database to track all IP litigation”, The Recorder, Vol. 130 Issue 135, 13 July 2006.

Leone, M., “Size matters for IP portfolios”, CFO.com, 4 August 2006.

Marston, D.L. and Butler, M., “Licensing Competitiveness Study”, PwC Advisory, August 2006.

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