Holdings: From ideas to assets

From ideas to assets: investing wisely in intellectual property

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Bibliographic Details
Format:	Book
Language:	German
Published:	Chichester Wiley 2002
Online Access:	Inhaltsverzeichnis
Physical Description:	XXVIII, 640 S.
ISBN:	0471400688

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MARC


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adam_text	Contents Foreword xxiii Introduction xxv Part One: Identifying and Understanding intellectual Property ChapteM intellectual Property 101 3 H. Jackson Knight Perspectives 3 Keys to Business Success 4 Understanding Intellectual Property—Why Bother? 5 Understanding the Value of a Company s Intellectual Property 13 How to Use IP Advisors Effectively 22 A Final Thought 24 About the Author 25 Chapter 2 How to Read a Patent 27 Walter C. Hanchuk Perspectives 27 Introduction 28 The Anatomy of a Patent 29 Types of Patents 55 How to Evaluate Strengths and Weaknesses of a Patent 60 Patent Checklist 61 Conclusion 62 Notes 63 About the Author 63 xii Contents Chapter 3 Capturing innovation 65 Jeffrey L Brandt Perspectives 65 Turning Intellectual Assets into Valuable Business Assets 66 Innovation and Invention 66 Getting Good Patents 73 Timing: The Interrelationship between Innovation and Commercialization 77 Summary 80 About the Author 80 Chapter 4 Clarifying intellectual Property Rights for the New Economy 83 Margaret M. Blair, Gary M. Hoffman, and Salvatore P. Tamburo Perspectives 83 Introduction 84 The Growing Role of Unseen Wealth 85 The Measurement Problem 88 The Role of Government in Determining Property Rights over Intangibles 92 The Brookings Proposals for Improving Intellectual Property Rights Protection 93 Lessons and Conclusions 103 Notes 103 About the Authors 107 Part Two: Exploiting Intellectual Property Chapter 5 Managing IP Financial Assets 111 Alexanders Arrow Perspectives 111 Many IP Assets Are Financial Assets 112 Dealing with Financial Assets: Wall Street 114 Lessons and Teachings of Financial Asset Management Apply to Intellectual Property 115 Patent Values and Call Option Values 116 The Black Scholes Formula 120 Options Pricing Theory and Live Market Data 122 A Healthy Financial Market for IP Assets 128 IP Asset Derivatives 132 Contents xiii Conclusion 135 Notes 135 About the Author 137 Chapter 6 The Process Laboratory 139 James Jorasch Perspectives 139 From Drill Bits to Digital Bits 140 The Marketing Driven Approach 141 IP in the Casino Gaming Industry 142 Business Driven Inventing in the Pharmaceutical Industry 145 The Business Driven Patent Process 147 Managing the Risks 148 The Inventing Team 149 An Ongoing Process 150 Extending the Life of an Invention 151 Walker Digital Corporation: A Business Driven IP Lab 153 Conclusion 155 About the Author 155 Chapter 7 venture investment Grounded in Intellectual Capital 157 James E. MalackowskI and David I. wakefield Perspectives 157 In the News 158 Introduction 159 Patent Based Deal Flow 160 General IC Related Investor Due Diligence 162 Patent Investment Paradigms 167 Patent Investment Deal Structure 170 A Final Thought 174 Abbreviated Patent Security Agreement 174 Notes 177 About the Authors 177 Chapter 8 From Tech Transfer to Joint Ventures 179 An interview with Jack cranowitz of Columbia Innovation Enterprises, Columbia University Perspectives 179 Methodology for Innovation 183 From Research to Revenue Stream 184 xiv Contents Spin Offs 185 Patents Pending 187 Chapter 9 Making innovation Pay 191 Stephen P. Fox and Cuyj. Kelley Perspectives 191 Introduction 192 Background 192 Problems with the Traditional Approach 195 Going Beyond the Ordinary 196 The Tools and the Workshops 197 Results of the Workshops 202 Shareholder Perspective 204 Notes 205 IP Dialogue: HP Invents New Ways to Manage Its Innovation 205 About the Authors 209 Chapter 10 Patent Brands 211 Bruce Berman and James D. woods Perspectives 211 Firm Value Depends on IP Value 215 Firm Value Also Depends on Brand Management 219 Why Establish an IP Brand? 220 Ways of Branding IP 222 Obstacles to Branding IP 226 Conclusion 230 Notes 231 About the Authors 231 Chapter 11 New Economy innovations from an Old Economy Giant 233 Jeffrey D. Weedman Perspectives 233 A Treasure Trove of Technology 235 Real World Successes and Opportunities 240 Marketing P G s Intellectual Property 244 About the Author 247 Contents xv Part Three: Measuring intellectual Property Performance Chapter 12 Measuring Intellectual Property Portfolio Performance 251 Walter Bratic, Brent Bersin, and Paul Benson Perspectives 251 Introduction 252 Implementation of IP Strategy 253 IP Value Extraction 254 Conventional IP Performance Metrics 255 Emerging Measurement Approaches 263 Other Nonfinancial Metrics 266 Conclusion 267 Notes 268 About the Authors 269 Chapter 13 IP Leverage 271 Russell L Parr Perspectives 271 Better Than Gold 272 Value of Intellectual Property 273 Source of IP Value 275 A Business Enterprise Framework 276 Licensing Royalty Rates 277 Innovate, Protect, and Leverage 278 Conclusion 289 Notes 290 About the Author 290 Chapter 14 Using Patent indicators to Predict Stock Portfolio Performance 293 Francis Narin, Patrick Thomas, and Anthony Breitzman Perspectives 293 Introduction 294 Background: Identifying Quality Patents 295 Data 296 Key Indicators 297 The Technology Quality Model 298 The Technology Market Model 301 xvi Contents Conclusion 305 Notes 306 About the Authors 306 Chapter 15 Patenting Activity as an Indicator of Revenue Growth 309 Darlene Slaughter Perspectives 309 Introduction 310 Finding the Growth Areas: Five Industries 310 Pharmaceuticals 314 Biotechnology 316 Telecommunications 321 Patents for Automated Business Methods 323 Summary 324 About the Author 325 Chapter ! 6 The Economics of Patent Litigation 327 Samson Vermont Perspectives 327 Introduction 328 The Last Barrier 329 Patent Costs and Benefits 330 Patent Litigation Costs 334 Decision Analysis Primer 335 A Hypothetical Case 340 Mama Tree 342 Papa Trees 346 Final Thoughts 357 Notes 360 About the Author 371 Chapter 17 Avoiding Transaction Peril 373 Mark Haller, Edward cold, and Brian Blonder Perspectives 373 Introduction 374 The Present State 375 Our Mission 375 Phase I—Strategy and Scope 377 The Culture of IP Management 379 contents xvii Phase II—Inventory and Review 380 Phase III—Analysis and Response 384 Notes 391 About the Authors 392 Chapter 18 Leveraging Brand to Generate Value 395 Jeffrey Parkhurst Perspectives 395 Brands and Shareholder Value 396 The Nature of Brands 399 A Brief History of Brand Valuation 402 Case Histories 403 Brand Valuation Techniques 404 The Interbrand Approach 413 Quality Control 416 Summary 418 Notes 418 About the Author 420 Part Four: intellectual Property Transactions and Finance Chapter 19 The Basics of Financing Intellectual Property Royalties 423 Joseph A. Agiato Perspectives 423 Introduction 424 What Is IP Royalty Financing? 424 Debt versus Equity 425 What Is the Market? 426 Client Motivations, Filling a Market Niche 428 Ability to Settle Costly Infringement Litigation 430 Catastrophic Risk Reduction 431 Transaction Profiles 432 Sample Fact Patterns for IP Royalty Financing 433 Transaction Process 435 Setting Up an Internal Process 437 Notes 439 About the Author 440 xviii Contents Chapter 20 Credit Analysis of intellectual Property Securitization 441 Jay H. Eisbruck Perspectives 441 Introduction 442 A Brief Explanation of Securitization 444 Patent Licensing Revenues 445 Trademark Revenue Securitization 448 Music Royalties 449 Future Film Receivables 452 The Future: Pooled Transactions and Other IP Assets 456 Conclusion: IP Analysis Must Be Fine Tuned 457 Note 458 About the Author 458 Chapter 21 Asset Backed IP Financing 459 Douglas R. Elliott Perspectives 459 Introduction 460 A Brief History of Finance 462 Asset Financing: An Investment Banking Perspective 465 Investment Banking: Mechanics for Intellectual Property Assets 468 Technology IP Sales 475 Royalty Trust 478 IP Debt Leveraging 479 Synthetic License Monetizations 480 IP Financing Strategies: Pros and Cons 482 Notes 483 About the Author 483 Chapter 22 New Patent issue: BioPharma Royalty Trust 485 Bernhard H. Fischer Perspectives 485 Rationale (October 25, 2000) 486 Transaction Overview—BioPharma Royalty Trust 487 Structure—The Role of the Collateral Trustee 488 Asset Analysis—FHV/AIDS Medicines 489 Contents xix Ratings Detail Profile 489 BioPharma Royalty Trust—Fact Sheet for a Patent Securitization 490 Key Transaction Details and Features 491 About the Author 495 Chapter 23 The Relevance of IP Analysis in Technology Driven M A Transactions 497 R. Russ O Haver Perspectives 497 Introduction 498 M A Trends and Implications 498 Identifying and Executing the Transaction 501 Conclusion 508 Notes 509 About the Author 509 Chapter 24 Patents on Wall Street 511 Christopher R. Fine and Donald C. Palmer Perspectives 511 Introduction 512 Why Some Bankers Undervalue IP 514 The Reemerging Power of IP as a Corporate Asset and Strategic Weapon 517 IP and the Role of the Strategic Advisor 520 IP and Due Diligence 523 IP in Negotiations 526 Valuing IP for M A and Other Transactions 529 Fair Value Measurements 530 Present Value of Expected Future Cash Flows 531 Option Pricing Models 531 Conjoint and Relative Utility Analysis 532 Cost of Development 534 Cost of Replacement 534 Expected Cost of Infringement 534 Price Minus Book Value 535 Conclusion 535 Notes 537 About the Authors 539 xx Contents Chapter 25 Creating Tomorrow 541 lan Harvey Perspectives 541 Introduction 542 IP Futures #1: Patents at the Center of Corporate Strategy 544 IP Futures #2: International Investors Increasingly Will Assess Companies Patent Policies 545 IP Futures #3: People Who Understand Patents Will Be at a Premium—and So Will Patent Intermediaries 546 IP Futures #4: Small Research Companies 547 IP Futures #5: Countries That Are Good at Innovation 548 IP Futures #6: Watch Out for a Whole Range of New Kinds of Business Partnership 549 IP Futures #7: Patents at the Heart of Corporate Valuations 552 IP Futures #8: Patent Law Will Slowly Coalesce Across the World 554 IP Futures #9: Patent Life Will Come Under Scrutiny 555 IP Futures #10: IP Professionals Must Be Drawn into Wider Political Debate 556 Conclusion 558 About the Author 558 IP Glossary 561 Data Bank 577 301 Top Patentees, 2000 577 U.S. Patent Grants: Key Industries, 1995 2000 584 U.S. Patent Grants: Top Companies in Key Industries 585 Top IP Damages Awards, Licenses, and Transactions (1980 2001) 586 Average Amount of R D Spent per Patent Awarded 593 IBM s Patent and Royalty Income, 1988 2002 594 Licensing Revenue: Universities Research Institutions 595 Comparing Company Patent Profiles of Merck and Pfizer 597 Company Patent Profile: Merck Co. Inc. 598 Contents xxi Company Patent Profile: Pfizer Inc. 600 Notes on CHI Comany Patent Profiles 602 Intellectual Property Value Trends (1Q and 2Q 2001) 603 Known Completed IP Securitizations 605 The World s Most Valuable Brands 606 Highest Market Capitalizations + Patent Awards 610 Notes on U.S. Patent Issues for 1990 1999 for Market Cap and Brand Value Charts 611 Further Reading 613 IP web Sites and Links (Annotated) 615 General IP Information 615 IP Available/Wanted—Licensing Transactions 617 IP Analysis and Management Tools 617 index 619
adam_txt	Contents Foreword xxiii Introduction xxv Part One: Identifying and Understanding intellectual Property ChapteM intellectual Property "101" 3 H. Jackson Knight Perspectives 3 Keys to Business Success 4 Understanding Intellectual Property—Why Bother? 5 Understanding the Value of a Company's Intellectual Property 13 How to Use IP Advisors Effectively 22 A Final Thought 24 About the Author 25 Chapter 2 How to "Read" a Patent 27 Walter C. Hanchuk Perspectives 27 Introduction 28 The Anatomy of a Patent 29 Types of Patents 55 How to Evaluate Strengths and Weaknesses of a Patent 60 Patent Checklist 61 Conclusion 62 Notes 63 About the Author 63 xii Contents Chapter 3 Capturing innovation 65 Jeffrey L Brandt Perspectives 65 Turning Intellectual Assets into Valuable Business Assets 66 Innovation and Invention 66 Getting Good Patents 73 Timing: The Interrelationship between Innovation and Commercialization 77 Summary 80 About the Author 80 Chapter 4 Clarifying intellectual Property Rights for the New Economy 83 Margaret M. Blair, Gary M. Hoffman, and Salvatore P. Tamburo Perspectives 83 Introduction 84 The Growing Role of "Unseen" Wealth 85 The Measurement Problem 88 The Role of Government in Determining Property Rights over Intangibles 92 The Brookings Proposals for Improving Intellectual Property Rights Protection 93 Lessons and Conclusions 103 Notes 103 About the Authors 107 Part Two: Exploiting Intellectual Property Chapter 5 Managing IP Financial Assets 111 Alexanders Arrow Perspectives 111 Many IP Assets Are Financial Assets 112 Dealing with Financial Assets: Wall Street 114 Lessons and Teachings of Financial Asset Management Apply to Intellectual Property 115 Patent Values and Call Option Values 116 The Black Scholes Formula 120 Options Pricing Theory and Live Market Data 122 A Healthy Financial Market for IP Assets 128 IP Asset Derivatives 132 Contents xiii Conclusion 135 Notes 135 About the Author 137 Chapter 6 The Process Laboratory 139 James Jorasch Perspectives 139 From Drill Bits to Digital Bits 140 The Marketing Driven Approach 141 IP in the Casino Gaming Industry 142 Business Driven Inventing in the Pharmaceutical Industry 145 The Business Driven Patent Process 147 Managing the Risks 148 The Inventing Team 149 An Ongoing Process 150 Extending the Life of an Invention 151 Walker Digital Corporation: A Business Driven IP Lab 153 Conclusion 155 About the Author 155 Chapter 7 venture investment Grounded in Intellectual Capital 157 James E. MalackowskI and David I. wakefield Perspectives 157 In the News 158 Introduction 159 Patent Based Deal Flow 160 General IC Related Investor Due Diligence 162 Patent Investment Paradigms 167 Patent Investment Deal Structure 170 A Final Thought 174 Abbreviated Patent Security Agreement 174 Notes 177 About the Authors 177 Chapter 8 From Tech Transfer to Joint Ventures 179 An interview with Jack cranowitz of Columbia Innovation Enterprises, Columbia University Perspectives 179 Methodology for Innovation 183 From Research to Revenue Stream 184 xiv Contents Spin Offs 185 Patents Pending 187 Chapter 9 Making innovation Pay 191 Stephen P. Fox and Cuyj. Kelley Perspectives 191 Introduction 192 Background 192 Problems with the Traditional Approach 195 Going Beyond the Ordinary 196 The Tools and the Workshops 197 Results of the Workshops 202 Shareholder Perspective 204 Notes 205 IP Dialogue: "HP Invents New Ways to Manage Its Innovation" 205 About the Authors 209 Chapter 10 Patent "Brands" 211 Bruce Berman and James D. woods Perspectives 211 Firm Value Depends on IP Value 215 Firm Value Also Depends on Brand Management 219 Why Establish an IP Brand? 220 Ways of Branding IP 222 Obstacles to Branding IP 226 Conclusion 230 Notes 231 About the Authors 231 Chapter 11 New Economy innovations from an Old Economy Giant 233 Jeffrey D. Weedman Perspectives 233 A Treasure Trove of Technology 235 Real World Successes and Opportunities 240 Marketing P G's Intellectual Property 244 About the Author 247 Contents xv Part Three: Measuring intellectual Property Performance Chapter 12 Measuring Intellectual Property Portfolio Performance 251 Walter Bratic, Brent Bersin, and Paul Benson Perspectives 251 Introduction 252 Implementation of IP Strategy 253 IP Value Extraction 254 Conventional IP Performance Metrics 255 Emerging Measurement Approaches 263 Other Nonfinancial Metrics 266 Conclusion 267 Notes 268 About the Authors 269 Chapter 13 IP Leverage 271 Russell L Parr Perspectives 271 Better Than Gold 272 Value of Intellectual Property 273 Source of IP Value 275 A Business Enterprise Framework 276 Licensing Royalty Rates 277 Innovate, Protect, and Leverage 278 Conclusion 289 Notes 290 About the Author 290 Chapter 14 Using Patent indicators to Predict Stock Portfolio Performance 293 Francis Narin, Patrick Thomas, and Anthony Breitzman Perspectives 293 Introduction 294 Background: Identifying Quality Patents 295 Data 296 Key Indicators 297 The Technology Quality Model 298 The Technology Market Model 301 xvi Contents Conclusion 305 Notes 306 About the Authors 306 Chapter 15 Patenting Activity as an Indicator of Revenue Growth 309 Darlene Slaughter Perspectives 309 Introduction 310 Finding the Growth Areas: Five Industries 310 Pharmaceuticals 314 Biotechnology 316 Telecommunications 321 Patents for Automated Business Methods 323 Summary 324 About the Author 325 Chapter"! 6 The Economics of Patent Litigation 327 Samson Vermont Perspectives 327 Introduction 328 The Last Barrier 329 Patent Costs and Benefits 330 Patent Litigation Costs 334 Decision Analysis Primer 335 A Hypothetical Case 340 Mama Tree 342 Papa Trees 346 Final Thoughts 357 Notes 360 About the Author 371 Chapter 17 Avoiding Transaction Peril 373 Mark Haller, Edward cold, and Brian Blonder Perspectives 373 Introduction 374 The Present State 375 Our Mission 375 Phase I—Strategy and Scope 377 The Culture of IP Management 379 contents xvii Phase II—Inventory and Review 380 Phase III—Analysis and Response 384 Notes 391 About the Authors 392 Chapter 18 Leveraging Brand to Generate Value 395 Jeffrey Parkhurst Perspectives 395 Brands and Shareholder Value 396 The Nature of Brands 399 A Brief History of Brand Valuation 402 Case Histories 403 Brand Valuation Techniques 404 The Interbrand Approach 413 Quality Control 416 Summary 418 Notes 418 About the Author 420 Part Four: intellectual Property Transactions and Finance Chapter 19 The Basics of Financing Intellectual Property Royalties 423 Joseph A. Agiato Perspectives 423 Introduction 424 What Is IP Royalty Financing? 424 Debt versus Equity 425 What Is the Market? 426 Client Motivations, Filling a Market Niche 428 Ability to Settle Costly Infringement Litigation 430 Catastrophic Risk Reduction 431 Transaction Profiles 432 Sample Fact Patterns for IP Royalty Financing 433 Transaction Process 435 Setting Up an Internal Process 437 Notes 439 About the Author 440 xviii Contents Chapter 20 Credit Analysis of intellectual Property Securitization 441 Jay H. Eisbruck Perspectives 441 Introduction 442 A Brief Explanation of Securitization 444 Patent Licensing Revenues 445 Trademark Revenue Securitization 448 Music Royalties 449 Future Film Receivables 452 The Future: Pooled Transactions and Other IP Assets 456 Conclusion: IP Analysis Must Be Fine Tuned 457 Note 458 About the Author 458 Chapter 21 Asset Backed IP Financing 459 Douglas R. Elliott Perspectives 459 Introduction 460 A Brief History of Finance 462 Asset Financing: An Investment Banking Perspective 465 Investment Banking: Mechanics for Intellectual Property Assets 468 Technology IP Sales 475 Royalty Trust 478 IP Debt Leveraging 479 Synthetic License Monetizations 480 IP Financing Strategies: Pros and Cons 482 Notes 483 About the Author 483 Chapter 22 New Patent issue: BioPharma Royalty Trust 485 Bernhard H. Fischer Perspectives 485 Rationale (October 25, 2000) 486 Transaction Overview—BioPharma Royalty Trust 487 Structure—The Role of the Collateral Trustee 488 Asset Analysis—FHV/AIDS Medicines 489 Contents xix Ratings Detail Profile 489 BioPharma Royalty Trust—Fact Sheet for a Patent Securitization 490 Key Transaction Details and Features 491 About the Author 495 Chapter 23 The Relevance of IP Analysis in Technology Driven M A Transactions 497 R. Russ O'Haver Perspectives 497 Introduction 498 M A Trends and Implications 498 Identifying and Executing the Transaction 501 Conclusion 508 Notes 509 About the Author 509 Chapter 24 Patents on Wall Street 511 Christopher R. Fine and Donald C. Palmer Perspectives 511 Introduction 512 Why Some Bankers Undervalue IP 514 The Reemerging Power of IP as a Corporate Asset and Strategic Weapon 517 IP and the Role of the Strategic Advisor 520 IP and Due Diligence 523 IP in Negotiations 526 Valuing IP for M A and Other Transactions 529 Fair Value Measurements 530 Present Value of Expected Future Cash Flows 531 Option Pricing Models 531 Conjoint and Relative Utility Analysis 532 Cost of Development 534 Cost of Replacement 534 Expected Cost of Infringement 534 Price Minus Book Value 535 Conclusion 535 Notes 537 About the Authors 539 xx Contents Chapter 25 Creating Tomorrow 541 lan Harvey Perspectives 541 Introduction 542 IP Futures #1: Patents at the Center of Corporate Strategy 544 IP Futures #2: International Investors Increasingly Will Assess Companies' Patent Policies 545 IP Futures #3: People Who Understand Patents Will Be at a Premium—and So Will Patent Intermediaries 546 IP Futures #4: Small Research Companies 547 IP Futures #5: Countries That Are Good at Innovation 548 IP Futures #6: Watch Out for a Whole Range of New Kinds of Business Partnership 549 IP Futures #7: Patents at the Heart of Corporate Valuations 552 IP Futures #8: Patent Law Will Slowly Coalesce Across the World 554 IP Futures #9: Patent Life Will Come Under Scrutiny 555 IP Futures #10: IP Professionals Must Be Drawn into Wider Political Debate 556 Conclusion 558 About the Author 558 IP Glossary 561 Data Bank 577 301 Top Patentees, 2000 577 U.S. Patent Grants: Key Industries, 1995 2000 584 U.S. Patent Grants: Top Companies in Key Industries 585 Top IP Damages Awards, Licenses, and Transactions (1980 2001) 586 Average Amount of R D Spent per Patent Awarded 593 IBM's Patent and Royalty Income, 1988 2002 594 Licensing Revenue: Universities Research Institutions 595 Comparing Company Patent Profiles of Merck and Pfizer 597 Company Patent Profile: Merck Co. Inc. 598 Contents xxi Company Patent Profile: Pfizer Inc. 600 Notes on CHI Comany Patent Profiles 602 Intellectual Property Value Trends (1Q and 2Q 2001) 603 Known Completed IP Securitizations 605 The World's Most Valuable Brands 606 Highest Market Capitalizations + Patent Awards 610 Notes on U.S. Patent Issues for 1990 1999 for Market Cap and Brand Value Charts 611 Further Reading 613 IP web Sites and Links (Annotated) 615 General IP Information 615 IP Available/Wanted—Licensing Transactions 617 IP Analysis and Management Tools 617 index 619
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