Parma, 25 novembre 2006 III Convegno Annuale della Società Italiana di Marketing "IL MARKETING...

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 -


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)


According to…

Università vive nel futuro. Produce il futuro. Opera, in quanto principalerete di ricerca e di alta formazione del Paese per preparare quest’ultimoa 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


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


What Roles University Plays

UniversityUniversity

Education on consolidatedknowledge

Education on consolidatedknowledge

Knowledgetransfer

Knowledgetransfer

Knowledge generation

Knowledge generation

KnowledgeDiffusion to society

KnowledgeDiffusion to society

Interaction withindustrial sectors

Postgraduate education

Diffusion of resultsto society

Impact on society

R&D andinnovationPerspective


Towards the Open Innovation Model


The Impacts on University-Industry Links

Interactionwith industry

Involvementin IPR

No IPRs Joint IPRs Exclusive ownership

Open Science Model(mainly devoted to

basic research)

Contract-researchmodel

(mainly devoted to contract-research)

Licensing Model(focused on exploitation

of own results

Open Innovation Model(based on cooperation

with industry)


A Taxonomy of University-Industry Links

Socialised LinksFor Tacit Knowledge

Non-socialised LinksFor Codified Knowledge

FormalizedResearch

partnerships

Board Members

Academic Spin-outs

Patents

Licensing

Non formalized

Networks,Communities

Boundary spanning

Use of scientific publications

Joint publications


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)


Research Questions

1. Can university patents be a business?

2. If so, how effective is university patenting?


Can university patents be a business?

• Sell the patent

• Licensing agreements• License + CRADA (Cooperative Research and

Development Agreeement)

• Joint Development Agreements

• Spin-off




How effective is university patenting?



Source: European Commission (2005), Patval Survey


Licensing Agreements of Italian Universities (2004)

Only 57 licensing agreements on 33 universities

Souce : III Rapporto NetVal, 2004


Some experiences: Politecnico di Milano



Few Blockbuster Patents

Source: Piccaluga, 2003


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


The potential market for technologyR&D Expenditures of OCSE Countries


The Sources of Innovation: Some Evidences of Italian SMEs

Source: Politecnico Innovazione, 2005


Understanding the Market Needs

Foster collaborations with potential users Gain access to Innovation Networks Some evidence: IRC Lombardia-XC

Engeeniring best TT 2005 award


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


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



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


Enhancing the visibility:firms’perspective

Source: Politecnico Innovazione, 2005


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!


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 @

[email protected]

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