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2011/2012  KAN-CM_V86  East meets west: corporate strategy, innovation and IP

English Title
East meets west: corporate strategy, innovation and IP

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Full Degree Master
Duration One Quarter
Course Period Autumn . First Quarter
Pending schedule: Wednesday: Week 35: 09.50-11.30 Wednesday Week 36-42: 09.50-13.20
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
  • Lee Davis - Department of Innovation and Organizational Economics
Administration: Tuyala Bernardo Rasmussen - tbr.ino@cbs.dk
Main Category of the Course
  • Innovation and entrepreneurship
  • Corporate and Business Strategy

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
At the end of the course, students should be able to:
1) discuss the fundamentals of business models, IP rights, international (here especially Chinese) challenges and how IP rights are investment incentives.
2) account for theoretical approaches to innovation, collaboration and search
3) account for theoretical approaches to IP strategy and IP management, and apply the theoretical perspectives to specific cases from business.
4) account for how open innovation is related to business models.
5) explain how IP rights are used in academic research, including the challenges and opportunities in academic entrepreneurship, and how companies can benefit from this.
The course is open to all students enrolled in CBS masters programmes.
Oral exam on the basis of a synopsis (individual).
East meets west: corporate strategy, innovation and IP:
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship Internal examiners
Exam Period Autumn Term
Aids Please, see the detailed regulations below
Duration 20 Minutes

Course Content

The increasing strength of the Chinese dragon has changed the way firms operate. The battlefield is tough and western firms must know how to innovate, collaborate, protect and fight for their businesses, while facing this new challenging environment.

Earlier the developing countries in the East mainly copied western innovations, violating their IPR. But now, led in particular by China, many of these countries have also themselves become innovators. Recent research suggests that it may be easier to introduce some kinds of innovations in the East than here. For example, since these countries typically do not have the extensive existing infrastructure characterized by western economies, it may be easier to introduce inventions like the electric car and other new environmentally friendly technologies. The Eastern economies are also creating new business models, services and so forth. Western corporations are increasingly aware of these trends. General Electric, for example, has developed an approach called reverse innovation, where the company actively engages the managers of its subsidiaries in key developing countries to develop innovations for their local markets – which can often then be further developed and marketed in our part of the world. Western corporations might well also profit from engaging in collaborations with Eastern partners using strategies of open innovation.

The course begins by introducing students to different business models and their practical implementation, based on case studies and real life examples. We then focus on IP strategic and anti-counterfeiting issues. Currently, more than 2/3 of counterfeit products in the world originate from China; students will learn what companies can do to profitably address this challenge internationally. The course will also cover corporate IP management, involving issues such as technology transfer, licensing, R&D, marketing, innovation, open innovation, academic entrepreneurship and valuation of patents.

The course´s development of personal competences:

After taking this course, students will understand how to approach corporate business model & IP challenges in various industries, and apply the knowledge learned in business; start-ups, SMEs and MNCs. Among others, students will learn, when, how and what kind of IP rights that should be considered in the product development process, how to secure a corporate brand, and how to fight counterfeit products worldwide.

Teaching Methods
A wide range of practical examples will complement the theoretical perspectives and readings. Representatives from companies from different industries that work daily within the field will visit us, and give practical tips to students on how to implement an effective international IP strategy. The teacher, Karin Beukel, who has worked extensively in both China and the EU with corporate IP strategy and anti-counterfeiting, will share her personal experiences helping companies cope with the “minefield” of global anti-counterfeiting, which can cost companies billions of dollars in lost revenues.

• Beukel Karin (Co-author, The IPR Company) Are IPR a Barrier to the transfer of climate change technology, Jan. 2009, Link: http://trade.ec.europa.eu/doclib/docs/2009/february/tradoc_142371.pdf

• Chesbrough H, The logic of open innovation: Managing intellectual property. California Management Review.Volume: 45 Issue: 3 Pages: 33-+ Published: SPR 2003

• Davis Lee, Licensing strategies of the new intellectual property vendors, California Management Review,Winter, 2008 (February issue)

• Davis Julie L and Harrison Suzanne S. Einstein in the Boardroom, (Book)

• Globerman, S. Adressing International Product Piracy. Journal of International Business Studies 19(3): 497-504 (1988).

• Greenhalgh, C. and Rogers, M. (2010). Innovation, intellectual property, and economic growth (Princeton and Oxford: Princeton University Press).

• Grossman Gene M.; Shapiro Carl Counterfeit-Product Trade,The American Economic Review, Vol. 78, No. 1. (Mar., 1988), pp. 59-75.

• Hall, B. H. and R. H. Ziedonis The patent paradox revisited: an empirical study of patenting in the US semiconductor industry, 1979-1995. Conference on Patent Systems and Innovation, Santa Barbara, California, Rand (1999).

• Hall, B. H., A. Jaffe, et al. Market value and patent citations. RAND Journal of Economics. 36: 16-38 2005.

• Immelt, J.R., Govindarajan, V. and Trimble, C, 2009, How GE is disrupting itself, Harvard Business Review, October, pp. 56-65.

• Lynskey, M. J. Editorial: a strategy to optimise the business value of Intellectual Property. (2006).International Journal of Biotechnology 8(3-4): 146-168.

• Merges Robert P. and Nelson Richard R. On the Complex Economics of Patent Scope. Columbia Law Review, Vol. 90, No. 4 (May, 1990), pp. 839-916

• Trajtenberg, M. A penny for your quotes – patent citations and the value of innovations. Rand Journal of Economics 21(1): 172-187. (1990).

• Ziedonis RHDon't fence me in: Fragmented markets for technology and the patent acquisition strategies of firms., 2004, Management Science 50(6): 804-820.

• Zucker LG, Darby MR, Armstrong JS. Commercializing knowledge: University science, knowledge capture, and firm performance in biotechnology. Conference Information: Conference on University Entrepreneurship and Technology Transfer, Date: DEC, 2000 GEORGIA INST TECHNOL, DUPREE COLL MANAGEMENT ATLANTA GEORGIA Source: MANAGEMENT SCIENCE Volume: 48 Issue: 1 Pages: 138-153 Published: 2002

• Reitzig Markus.Improving patent valuations for management purposes - validating new indicators by analyzing application rationales,Research Policy 33(6-7): 939-957, 2004.

• Final reading list will be sent to students enrolled in the course