Excerpts from the
Strategic Licensing for the New Economy
,
by
Dennis Fernandez with Sarah Stahnke, Rebecca
Sheehan and Mary Chow
In deciding how to most profitably
mobilize intellectual property, a company
should consider a wide range of options.
New Venture – If the product and the supporting business-structure
exist in the company, though the risks are high, beginning a new venture of
developing, creative marketing, and
selling
a product promises the highest reward for the intellectual property.
Venture Acquisition – Buying a
new company is less risky than beginning a New Venture because much of the
costly development has been completed and the infrastructure for a
successful production line is in place.
Strategic Alliance – If two
companies share mutual interests, it may behoove both to consider forming a
synergistic
alliance that would enable profit-sharing. Through an alliance, firms may
either use each other’s manufacturing skills to take complete advantage of a
market, or one company may agree to market and
sell products manufactured by another company.
