Enhancing market-oriented R&D planning by integrated market and patent portfolios

Marketing and R&D strategies need to be aligned to increase the return from investment in new technologies. Various portfolio techniques have been widely used to support strategic planning. A new portfolio approach integrating market and technology portfolios to support market-oriented R&D planning is developed. The integrated portfolio is based on objective market and patent data and empirical evidence that the respective portfolio dimensions impact a company’s business performance. This contributes significantly to the relevance of the proposed integrated portfolio approach for strategic planning. It is tested in a practical application in the chemical industry. Based on these experiences, a set of recommendations for the effective use of the integrated portfolio for market-orientated strategic R&D planning is derived

Three-dimensional valuation of IP rights

IP rights form the major part of the group of immaterial property assets which have been gaining importance for companies. The present paper provides a new method for valuating especially patents with respect to their monetary value, technological scope and legal importance. Several methods for value calculation and technological evaluation are discussed and a 3D-analysis based on a concrete example is presented