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Miplm Case Study Smart Home

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Solution to a case study on IP-strategy development and implementation
Content of the MIPLM course 2017 / 18

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Miplm Case Study Smart Home

  1. 1. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 1 of 11 © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer CEIPI MIPLM Module 6: Case Study Smart Home (M6-20)
  2. 2. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 2 of 11 Current position strategic direction / target Future position Industry Environment External factors:  Global competition for raw materials and resources  Shortage of water and energy supply  Population growth and urbanization  Legal regulations on water supply, water treatment, energy efficiency, etc.  … Factors requiring the change: Internal factors:  Constant increase of pump intelligence to meet the requirements set by external factors  Necessity to communicate pump intelligence  … Case Study: Wilo Ability to Change
  3. 3. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 3 of 11 Case Study: Wilo Market Based View Porter’s five forces Competitive rivalry within an industry Threats of new entrants Threats of substitute products Bargaining power of suppliers Bargaining power of customers  In particular, in order to compete with larger competitors, the repositioning of the "Wilo" brand is necessary  The brand claim “Pump Intelligence” has to be communicated  A sphere of exclusivity is required around the concepts representing “Pump Intelligence”
  4. 4. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 4 of 11 Case Study: Wilo Portfolio Analysis Patent applications in technological fields of relevance to Wilo Composition of Wilo's patent portfolio by technologies Wilo has competitors who generate significantly higher sales and apply for significantly more patents. In addition, Wilo’s products are based on heterogeneous and complex technologies. The protection of all new solutions is therefore not useful for Wilo. Protection Center Differentiation Center
  5. 5. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 5 of 11 Brand competence:  Competence in pumps  Technical leadership  Systems expertise Brand appearance:  User interface  Green button  Company logo  Shapes of the devices following design guide Brand benefits:  Energy efficiency  Auto-reaction  Ease of use  Quality  Joy of use  Customized solutions Brand tonality:  Smart  Innovative  Reliable Case Study: Wilo Brand Identity Analysis
  6. 6. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 6 of 11 IP protected exclusiveness in communicating the brand promise IP protected exclusiveness in giving the proof Design Quality Efficiency German engineering Smart Reliable Proof Brand promise Case Study: Wilo Identification of the Brand Promise Ergonomics Looks Realizing design System integration Realizing technology Sustainable An exclusive brand promise and brand appearance has to be created by means of IP.
  7. 7. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 7 of 11 Case Study: Wilo Process Reorganization Incorporation of the company's market intelligence into its IP design Marketing Product Management Sales Assignment of new process users Adjustment of the IP process Designing of IPR along the customer benefits by means of synthetic invention Design of new processes IP design at the very early and the very late stages of the innovation process Creation of new process interfaces IP generation process
  8. 8. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 8 of 11 Case Study: Wilo Institutional Economics - Agency Theory Agency Theory Explanation and design of relationships between contracting individuals with asymmetric information. Principal offers a contract and agents fulfill the contract. Principals can’t control the effort of agents and thus have less information. Hidden Characteristics No information on the characteristics of the agents or the offered input. adverse selection Hidden Intention Types of asymmetric information: Hidden Action Solution: Motivation of the market side to participate in the IP design. Expected problems from the integration of the market side (examples): Poor performance in IP design to reduce own workload Principal can observe the effort of the agent but not his intentions. hold up Effort of the agent to fulfill the contract can‘t be observed by the principal. moral hazard Directing IP generation into dead ends (hidden boycott of IP design)
  9. 9. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 9 of 11 Case Study: Wilo IP Controlling IPR class Patent Patent Patent Product feature Product feature Product feature Quality IPR class Patent Patent Patent Product feature Product feature Product feature Energy efficiency IPR class Patent Patent Patent Product feature Product feature Product feature Ease of use IPR class Patent Patent Patent Product feature Product feature Product feature Surprise element (“joy of use”) IP Strategy Marketing  Alignment of the portfolio with the performance indicators  Monitoring exclusiveness by continuous monitoring of competitor product performance and features (market analysis)  Deriving IP management goals from brand positioning (and monitoring reachability)
  10. 10. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 10 of 11 Case Study: Wilo Change Management Focus 1 IP culture and Definition of IP objectives Focus 2 IP as a competitive tool Focus 3 Configuration of the IP portfolio Focus 4 Value creation by means of IP Top management acted as a power promoter for the change-process
  11. 11. © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer Page 11 of 11 © 2018 STI-IPM, Munich, Prof. Dr. Alexander J. Wurzer STEINBEIS-TRANSFER-INSTITUTE Intellectual Property Management Director: Prof. Dr. Alexander J. Wurzer Thalkirchner Str. 2 D - 80337 Munich Phone: +49 (0)89 / 74 63 92 16 Fax: +49 (0)89 / 72 44 909 61 E-Mail: alexander.wurzer@sti-ipm.de Internet: www.sti-ipm.de

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