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 - 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) 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 quest’ultimo 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 autoreferenziale. Una politica e una industria senza Università barattano il futuro col presente. Relazione sullo Stato delle Università Italiane, 09 nov.06 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 Parma, 25 novembre 2006 What Roles University Plays Education on consolidated knowledge Impact on society Knowledge Diffusion to society Postgraduate education University Diffusion of results to society Parma, 25 novembre 2006 R&D and innovation Perspective Knowledge generation Interaction with industrial sectors Knowledge transfer Towards the Open Innovation Model Parma, 25 novembre 2006 The Impacts on University-Industry Links Interaction with industry Contract-research model (mainly devoted to contract-research) Open Innovation Model (based on cooperation with industry) Licensing Model (focused on exploitation of own results Open Science Model (mainly devoted to basic research) Involvement in IPR No IPRs Joint IPRs 2006 Parma, 25 novembre Exclusive ownership A Taxonomy of University-Industry Links Socialised Links For Tacit Knowledge Formalized Non-socialised Links For Codified Knowledge Research partnerships Board Members Patents Licensing Academic Spin-outs Non formalized Networks, Communities Boundary spanning Use of scientific publications Joint publications 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) Parma, 25 novembre 2006 Research Questions 1. Can university patents be a business? 2. If so, how effective is university patenting? 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 Parma, 25 novembre 2006 Can university patents be a business? Parma, 25 novembre 2006 How effective is university patenting? Parma, 25 novembre 2006 How effective is university patenting? Source: European Commission (2005), Patval Survey Parma, 25 novembre 2006 Licensing Agreements of Italian Universities (2004) Only 57 licensing agreements on 33 universities Souce : III Rapporto NetVal, 2004 Parma, 25 novembre 2006 Some experiences: Politecnico di Milano Parma, 25 novembre 2006 How effective is university patenting? Few Blockbuster Patents Source: Piccaluga, 2003 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 Parma, 25 novembre 2006 The potential market for technology R&D Expenditures of OCSE Countries Parma, 25 novembre 2006 The Sources of Innovation: Some Evidences of Italian SMEs Parma, 25 novembre 2006 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 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 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 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 Parma, 25 novembre 2006 Enhancing the visibility: firms’perspective Parma, 25 novembre 2006 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! 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 @ [email protected] Parma, 25 novembre 2006