engineering_talk4

engineering_talk4 - WhatEntrepreneurs Eric Menkhus Dir...

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What Entrepreneurs/  Non-Lawyers Need to Know  About Intellectual Property Eric Menkhus Dir., Technology Ventures Services Group Assoc. Clinical Professor, College of Law
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Agenda Introduction Intellectual Property Overview Questions
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Introduction Eric Menkhus Director, Technology Ventures Clinic Associate Clinical Professor, Sandra Day O’Connor College of Law Industrial Engineer and Project Manager at American Express from 1997 to 2000 B.S. Industrial Engineering from ASU (1996) M.B.A from ASU (2004) J.D. from ASU (2004)
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Protecting Innovation : An Overview of Intellectual Property
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Introduction—What is IP? IP = “Intellectual Property” Inventions (Patents, some Trade Secrets) Expression of ideas (Copyrights) Trademarks (product/service source identification) Other intangible rights Depending on the nature of the right, it may be created differently Legal document (patent, registered trademark, registered copyright) Actions of the holder (trade secrets and other confidential information, unregistered trademarks)
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Why Do We Care About IP? IP Affords Many Business Advantages Capture Value of Company’s Intellectual Assets Increase Market Perception Use as Negotiating Leverage or to Induce Partnerships Exclude Competition Prevent Others from Patenting (Design Freedom) Use Offensively to Sue for Damages, Injunction, Stop Importation of Foreign Knock-Offs
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The Importance of “Intangibles” 100 - 100 - 75 - 75 - 50 - 50 - 25 - 25 - 0 - 0 - General General Electric Electric Coca-Cola Coca-Cola Exxon Exxon Microsoft Microsoft Intel Intel Hidden Value Hidden Value Net Assets Net Assets PERCENTAGE MARKET VALUE RANKING 1996 MARKET VALUE RANKING 1996 J. Roos, G. Roos, L. Edvinssen, J. Roos, G. Roos, L. Edvinssen, Intellectual Capital: Navigating in the New Business Landscape Intellectual Capital: Navigating in the New Business Landscape , 1997. , 1997.
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Basic Types of IP Protection Trademarks Protection based on continuous use Public policy underpinnings—protect the consuming public Registration enhances legal rights and remedies Copyrights Fairly narrow protection, but “automatic” to achieve Public policy underpinnings—encourage “authorship” Registration enhances legal rights and remedies Patents Relatively strong protection Public policy underpinnings—monopoly quid pro quo Trade Secrets Protect secret information so long as secret, possibly forever Potentially vulnerable
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Trademarks are words, sounds, and/or symbols that identify the source of goods
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engineering_talk4 - WhatEntrepreneurs Eric Menkhus Dir...

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