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Parma, 25 novembre 2006 III Convegno Annuale della Società Italiana di Marketing "IL MARKETING DELLE MEDIE IMPRESE LEADER DI MERCATO" Parma, 24 e 25 novembre.

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Presentation on theme: "Parma, 25 novembre 2006 III Convegno Annuale della Società Italiana di Marketing "IL MARKETING DELLE MEDIE IMPRESE LEADER DI MERCATO" Parma, 24 e 25 novembre."— Presentation transcript:

1 Parma, 25 novembre 2006 III Convegno Annuale della Società Italiana di Marketing "IL MARKETING DELLE MEDIE IMPRESE LEADER DI MERCATO" Parma, 24 e 25 novembre 2006 University-Industry Relationships and Open Innovation: Exploring Knowledge Transfer Daniela Baglieri - University of Messina -

2 Parma, 25 novembre 2006 Knowledge Transfer process…bridging the disparate cultures of the donor and recipient organizations…involving steps of adaptation and utilization that may change the technology… ( Goldhol and Lund, 1983) …the efficiency of transfer depends on the efficacy of information flows between a set of individuals or organizations within a complex network of communication paths ( Rothwell and Robertson, 1973)

3 Parma, 25 novembre 2006 According to… Università vive nel futuro. Produce il futuro. Opera, in quanto principale rete di ricerca e di alta formazione del Paese per preparare questultimo a rispondere alle sfide del futuro... È difficile farsi ascoltare e farsi capire da chi deve rispondere legittimamente ai problemi pressanti del presente… E tuttavia è fondamentale dialogare. Una Università isolata dal resto della società perde i suoi punti di riferimento e diventa un sistema auto- referenziale. Una politica e una industria senza Università barattano il futuro col presente. Relazione sullo Stato delle Università Italiane, 09 nov.06

4 Parma, 25 novembre 2006 Why to Study University-Industry Links? Science and Technology as drivers of regional development (Romer, 1990; Nelson and Romer, 1996) The Triple Helix as a model of growth ( Etzkowitz, 1990, 1998) The emergence of open innovation model (Chesbrough,2003) Normative change in academic context (Bayh-Dole Act in U.S., Loi Allègre in France, L.297/99 in Italy) Cultural revolution to get money from academic research

5 Parma, 25 novembre 2006 What Roles University Plays University Education on consolidated knowledge Education on consolidated knowledge Knowledge transfer Knowledge transfer Knowledge generation Knowledge generation Knowledge Diffusion to society Knowledge Diffusion to society Interaction with industrial sectors Postgraduate education Diffusion of results to society Impact on society R&D and innovation Perspective

6 Parma, 25 novembre 2006 Towards the Open Innovation Model

7 Parma, 25 novembre 2006 The Impacts on University-Industry Links Interaction with industry Involvement in IPR No IPRs Joint IPRs Exclusive ownership Open Science Model (mainly devoted to basic research) Contract-research model (mainly devoted to contract-research) Licensing Model (focused on exploitation of own results Open Innovation Model (based on cooperation with industry)

8 Parma, 25 novembre 2006 A Taxonomy of University-Industry Links Socialised Links For Tacit Knowledge Non-socialised Links For Codified Knowledge Formalized Research partnerships Board Members Academic Spin-outs Patents Licensing Non formalized Networks, Communities Boundary spanning Use of scientific publications Joint publications

9 Parma, 25 novembre 2006 The benefits of academic patenting Transfer of marketable knowledge (Mowery et alii, 2001; Cohen et alii,2002;) Promote new ventures (Piccaluga, 2001; Zucker et alii, 2002) Foster the collaborations with firms (Powell et alii, 1996; Pisano 2006) Signal the quality of science (Audretsch, Stephan, 1996; Finkle, 1998; Baum et alii, 2000)

10 Parma, 25 novembre 2006 Research Questions 1.Can university patents be a business? 2.If so, how effective is university patenting?

11 Parma, 25 novembre 2006 Can university patents be a business? Sell the patent Licensing agreements License + CRADA (Cooperative Research and Development Agreeement) Joint Development Agreements Spin-off

12 Parma, 25 novembre 2006 Can university patents be a business?

13 Parma, 25 novembre 2006 How effective is university patenting?

14 Parma, 25 novembre 2006 How effective is university patenting? Source: European Commission (2005), Patval Survey

15 Parma, 25 novembre 2006 Licensing Agreements of Italian Universities (2004) Only 57 licensing agreements on 33 universities Souce : III Rapporto NetVal, 2004

16 Parma, 25 novembre 2006 Some experiences: Politecnico di Milano

17 Parma, 25 novembre 2006 How effective is university patenting? Few Blockbuster Patents Source: Piccaluga, 2003

18 Parma, 25 novembre 2006 How University Can Market Science Identifying the potential market for technology Achieving a proper understanding of the market needs Defining a suitable pricing strategy Enhancing the visibility

19 Parma, 25 novembre 2006 The potential market for technology R&D Expenditures of OCSE Countries

20 Parma, 25 novembre 2006 The Sources of Innovation: Some Evidences of Italian SMEs Source: Politecnico Innovazione, 2005

21 Parma, 25 novembre 2006 Understanding the Market Needs Foster collaborations with potential users Gain access to Innovation Networks Some evidence: IRC Lombardia-XC Engeeniring best TT 2005 award

22 Parma, 25 novembre 2006 Capturing the value of science University license contracts are more complex than the fixed fees and royalties Moral hazard, adverse selection and risk sharing play a role when embryonic inventions are licensed

23 Parma, 25 novembre 2006 Capturing the value of science Some evidence (Thursby et alii, 2005): University gains more financial resources, but not the right value More attention to up-front fees and research contracts Less attention to milestones, equities and sub-license options

24 Parma, 25 novembre 2006 Can university patents be a business? Yes, if University: Create a good patent portfolio Access to an Intellectual-Property Network Implement business practice to market science Enhance the visibility of TTO

25 Parma, 25 novembre 2006 Enhancing the visibility: firmsperspective Source: Politecnico Innovazione, 2005

26 Parma, 25 novembre 2006 Some conclusions… An effective TT needs a strategy Patenting is just only one of the potential mechanisms to transfer science Exploit and institutionalize the social network of academic inventors More attention to sharing rather than patenting scientific discoveries Deploy business practices …but good TTs need good science!

27 Parma, 25 novembre 2006 III Convegno Annuale della Società Italiana di Marketing "IL MARKETING DELLE MEDIE IMPRESE LEADER DI MERCATO" Parma, 24 e 25 novembre 2006 Thank you for your attention. Now and then @ dbaglieri@unime.it


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