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An Introduction to New

Product Development (NPD)

New products Development:

Managing Intellectual

Property

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Module Code and Module Title Title of Slides

New Product Development- Open

Innovation and Technology Transfer

Learning Objectives

1. Examine the different forms of protection available for a

firms intellectual property

2. Identify the limitations of the patent system3. Explain why other firms patents can be a valuable

resource

4. Identify the link between brand name and trademark

5. Identify when and where the areas of copyright andregistered design may be useful

6. Explain how the patent system is supposed to balance

the interests of the individual and society

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Module Code and Module Title Title of Slides

Intellectual Property

Overview of the main types of intellectual property

Type of intellectual

property

Key features of this type of protection

1 Patents Offers a 20 year monopoly

2 Copyright Provides exclusive rights to creative

individuals for the protection of their literary or

artistic productions

3 Registered Designs As protected by registration, is for the outwardappearance of an article and provides

exclusive rights for up to 15 years

4 Registered Trademarks Is a distinctive name, mark or symbol that is

identified with a companys products

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Module Code and Module Title Title of Slides

Trade Secrets

Business activities and processes that are not

patented, copyrighted or trademarked

Special ways of working, price costing or

business strategies

E.g. Recipe for Coca-Cola

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Module Code and Module Title Title of Slides

Introduction to Patents

A contract between an individual or organization and the state

The granting of a temporary monopoly by the state to

encourage creativity and innovation within an economy

The state has no obligation to prevent others benefiting from it

Responsibility of the individual or organization that is granted

the patent

Monopoly for 20 years

Annual fees required

Patent Agents

Article

Pfizer sues rivals to protect Viagra patent.docx

http://localhost/var/www/apps/conversion/tmp/Pfizer%20sues%20rivals%20to%20protect%20Viagra%20patent.docxhttp://localhost/var/www/apps/conversion/tmp/Pfizer%20sues%20rivals%20to%20protect%20Viagra%20patent.docx

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Module Code and Module Title Title of Slides

Introduction to Patents

Novelty

An invention shall be taken to be new if it does not form part of the

state of the art. - A state of the art is defined as all matter including

publications, written or oral or even anticipation that render a patent

invalid

Inventive Step

an invention shall be taken to involve an inventive step if it is not

obvious to a person skilled in the art

Industrial ApplicationCapable of industrial application if it can be a machine, product or

process. E.g. Penicillin is a discover therefore not patentable. But

process of isolating and storing a penicillin is clearly industrial

applications

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Reasons Why Firms Patent

Prevent copying

Prevent Blocking

Prevent suits Use in negotiations

Enhance Reputation

Licensing Revenue

Measure Performance

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Patents Deter Innovation

Denying follow-on innovators access to

necessary technologies

Increasing entry barriers The expense required to avoid patent

infringement

The issuance of questionable patents

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Trademarks Act (1994, section 1(1)

Trademarks Act (1994, section 1(1))

being any sign capable of being represented graphically

which is capable of distinguishing goods or services of

one undertaking from those of other understandingTrade Marks Should:

Satisfy the requirements of section 1(1)

Be distinctive

Not be deceptive Not Cause confusion with previous trademarks

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3 main categories of Copyright

Original literary, dramatic, musical and

artistic works

Sound recordings, films, broadcasts andcable programmers

Typographical arrangement or layout of a

published edition

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Remedy Against Infringement

DamagesCivil case to request for damages,

which can be expected to be calculated on the

basis of compensation for actual loss suffered

InjunctionProhibits a person making infringingcopies of a work of copy right

AccountEnables access to the profits made

from infringement of copyright.

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Tutorial

1. Explain the importance of tacit knowledge

to the technology transfer process

2. Explain how a firms internal activitiesaffect its ability to acquire external

technology