i (cid:2) European Patent Offi ce – training for everyone The EPO promotes and supports patent-related IP training across Europe, co-ordinated through the European Patent Academy, for – business advisors, industry and SMEs – technology transfer offi cers – students and teachers – patent professionals and patent searchers – judges and litigators – national patent offi ce staff Many trainings now available on-line! www.epo.org/learning https://e-learning.epo.org/ Patent information – knowledge for everyone Use the EPO’s free databases to – fi nd out what already exists and build on it – keep track of who’s doing what – avoid infringing other people’s patent rights – fi nd new business partners, suppliers and customers www.epo.org/patent-information iii (cid:2) The Handbook of EUROPEAN INTELLECTUAL PROPERTY MANAGEMENT (cid:49)(cid:69)(cid:88)(cid:76)(cid:93)(cid:87)(cid:3)(cid:10)(cid:3)(cid:55)(cid:85)(cid:89)(cid:77)(cid:86)(cid:73)(cid:3)(cid:48)(cid:48)(cid:52)(cid:3)(cid:77)(cid:87)(cid:3)(cid:69)(cid:3)(cid:80)(cid:73)(cid:69)(cid:72)(cid:77)(cid:82)(cid:75)(cid:3)(cid:189)(cid:86)(cid:81)(cid:3)(cid:83)(cid:74)(cid:3)(cid:41)(cid:89)(cid:86)(cid:83)(cid:84)(cid:73)(cid:69)(cid:82)(cid:3)(cid:52)(cid:69)(cid:88)(cid:73)(cid:82)(cid:88)(cid:3) (cid:10)(cid:3)(cid:56)(cid:86)(cid:69)(cid:72)(cid:73)(cid:3)(cid:49)(cid:69)(cid:86)(cid:79)(cid:3)(cid:37)(cid:88)(cid:88)(cid:83)(cid:86)(cid:82)(cid:73)(cid:93)(cid:87)(cid:3)(cid:76)(cid:69)(cid:90)(cid:77)(cid:82)(cid:75)(cid:3)(cid:88)(cid:76)(cid:73)(cid:3)(cid:87)(cid:79)(cid:77)(cid:80)(cid:80)(cid:87)(cid:3)(cid:69)(cid:82)(cid:72) (cid:73)(cid:92)(cid:84)(cid:73)(cid:86)(cid:77)(cid:73)(cid:82)(cid:71)(cid:73)(cid:3)(cid:88)(cid:83)(cid:3)(cid:88)(cid:89)(cid:86)(cid:82)(cid:3)(cid:45)(cid:82)(cid:88)(cid:73)(cid:80)(cid:80)(cid:73)(cid:71)(cid:88)(cid:89)(cid:69)(cid:80)(cid:3)(cid:52)(cid:86)(cid:83)(cid:84)(cid:73)(cid:86)(cid:88)(cid:93)(cid:3)(cid:12)(cid:45)(cid:52)(cid:13)(cid:3) (cid:77)(cid:82)(cid:88)(cid:83)(cid:3)(cid:90)(cid:69)(cid:80)(cid:89)(cid:69)(cid:70)(cid:80)(cid:73)(cid:3)(cid:70)(cid:89)(cid:87)(cid:77)(cid:82)(cid:73)(cid:87)(cid:87)(cid:3)(cid:69)(cid:87)(cid:87)(cid:73)(cid:88)(cid:87)(cid:18) (cid:48)(cid:83)(cid:82)(cid:72)(cid:83)(cid:82)(cid:3)|(cid:3)(cid:39)(cid:69)(cid:81)(cid:70)(cid:86)(cid:77)(cid:72)(cid:75)(cid:73)(cid:3)|(cid:3)(cid:49)(cid:69)(cid:82)(cid:71)(cid:76)(cid:73)(cid:87)(cid:88)(cid:73)(cid:86)(cid:3)| Reading |(cid:3)(cid:61)(cid:83)(cid:86)(cid:79) (cid:56)(cid:3)(cid:15)(cid:24)(cid:24)(cid:12)(cid:20)(cid:13)(cid:22)(cid:20)(cid:3)(cid:27)(cid:28)(cid:23)(cid:20)(cid:3)(cid:20)(cid:20)(cid:20)(cid:20)(cid:3)(cid:42)(cid:3)(cid:15)(cid:24)(cid:24)(cid:12)(cid:20)(cid:13)(cid:22)(cid:20)(cid:3)(cid:27)(cid:28)(cid:23)(cid:20)(cid:3)(cid:20)(cid:20)(cid:20)(cid:21) www.mathys-squire.com v (cid:2) The Handbook of EUROPEAN INTELLECTUAL PROPERTY MANAGEMENT Developing, managing and protecting your company’s intellectual property 2nd edition ADAM JOLLY & JEREMY PHILPOTT In association with London and Philadelphia (cid:2) vi Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsi- bility for any errors or omissions, however caused. No responsibility for loss or damage occa- sioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors. Information contained in this book is accurate as of January 2009. First published in Great Britain and the United States in 2007 by Kogan Page Limited Second edition 2009 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permis- sion in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road 525 South 4th Street, #241 London N1 9JN Philadelphia PA 19147 United Kingdom USA www.koganpage.com © Kogan Page and individual contributors, 2007, 2009 The right of Kogan Page, Adam Jolly, Jeremy Philpott and the individual contributors to be identified as the authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 5591 0 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Jolly, Adam. The handbook of European intellectual property management : developing, managing and protecting your company’s intellectual property / Adam Jolly and Jeremy Philpott. –- 2nd ed. p. cm. Includes index. ISBN 978-0-7494-5591-0 1. Intellectual property—European Union countries. 2. Intellectual capital—European Union countries—Management. 3. Technological innovations—European Union countries— Management. I. Philpott, Jeremy. II. Title. KJE2636.J65 2009 346.2404’8—dc22 2009014493 Typeset by Saxon Graphics Ltd, Derby Printed and bound in Great Britain by Bell & Bain Ltd, Glasgow vii (cid:2) Your F ull-Service IP Partner Patents, Trademarks, Designs (cid:116) IP Strategy Development (cid:116) Johan de Wittlaan 7 P.O. Box 87930 Portfolio 2508 DH The Hague Management The Netherlands (cid:116) Due Diligence Telephone +31 70 416 67 11 Fax +31 70 416 67 99 (cid:116) IP Audits [email protected] (cid:116) [email protected] [email protected] IP Litigation www.vereenigde.com The Hague(cid:0)(cid:115)(cid:0)Munich (cid:2) viii Designed for patent searchers everywhere as a one-stop shop • Over 28 million patent families Advanced Keyword Highlighting since early1900’s Patent Family Explorer • Abstracts and full-text Priority Analysis Maps Citation Finder • IPC,USPC,ECLA,JP ....and more classifications • Updated weekly on publication days with a rapid Alert Service • Integrated PDF copies,legal status,registers,translations, file histories Competitively priced unlimited annual subscription - including unlimited use of specially designed patent viewing Try and analysis tools: PatBase for Free Ask for your free trial,free web www.minesoft.com demonstration or more details www.patbase.com [email protected] PatBase has been developed RWS GROUP contact Minesoft on: in partnership with www.rws.com +44(0)20 8404 0651 (UK), (401)737 6499 (USA), 0352 32 0647 (Japan). Offices also in Australia,China,France, Germany,Israel,Italy,Korea,Switzerland. ix (cid:2) Contents Foreword xxv Part 1 IP potential 1 1.1 Europe’s IP architecture 3 Laurent Manderieux, L Bocconi University The European Union – but not only the European Union 4; The new EU-wide integrated IPRs: big success and much use 5; Partly integrated rights: harmonized rights can sometimes be of real help to companies 6; The EPO: a convenient European alternative route for getting patents 8; And what of the future? 9 1.2 Turning IP into assets 13 Ben Goodger, Rouse Your IP strategy as part of your overall business strategy 13; Knowing what you’ve got 16; Getting it right from creation 16; Manage your portfolio efficiently 16; Leverage your IP to generate revenue 17; Be prepared to enforce – intelligently 17; Look ahead 18; Conclusion 18 1.3 Open innovation 19 Karri Leskinen and Sampo Ylätalo, Borenius & Co What is open innovation? 21; Open innovation principles 21; Open innovation: IP strategy planning for SMEs 22; Conclusion 23 Profile: Procter & Gamble – designed to innovate 26 Procter & Gamble