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Gwen Smith Ishmael, Sr. Vice President of Insights and Innovation at Decision Analyst in Arlington, TX, has led marketing and new product development activities in the CPG and technology industries since 1986. She also conceived and developed ground-breaking Web-based promotional vehicles, two of which are patent pending. Gwen holds an MBA in Marketing and is a featured speaker on insights and innovation around the world. Her writings have been featured in international text books, most recently in Managing 4 Ps of Marketing FMCG Sector, and Product Innovation: A Strategic Tool for Growth, by ICFAI Publications, 2006 and 2007, respectively.

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Renee Hopkins Callahan Renee Hopkins Callahan started IdeaFlow and serves as chief blog-wrangler. She is Director of Innovation Services at Decision Analyst in Arlington, Texas, is a former journalist who worked as an editor and reporter for The Dallas Morning News and the Nashville Tennessean, and was managing editor of D, the Dallas city magazine. She has a master's degree in rhetoric and has also taught college-level English and informal logic.
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June 11, 2004

Commercializing university-developed technologies

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Posted by Renee Hopkins Callahan

John Wolpert, who moved to Australia to start up the BRIDGE Innovation Project (about which more in a later post), sent this from the BIO conference:

So I'm at the BIO event in San Francisco this week (a quick trip up from Sydney, and first time back in the States since we launched BRIDGE), and just stepped out of a session on University commercialization involving Offices of Technology Transfer (OTTs). In the past twenty years, OTTs have come to the front of the interface between academic research and business. The up-side of this is that OTTs (the best of them) add a layer of sophistication and benefit from learning-curve effects - one does not need to reinvent the wheel each time one wants to license technology developed by a professor or student team at Uni. On the down side, there remains a significant time suck between realizing one should talk with a University team and getting the deal done (depending on the circumstances). With sophistication comes greater bargaining power and a third party- the university itself - that wants to extract maximum rents on what is often blue sky. (The effort of maximizing rents on highly uncertain territory is always a time consumer.)

This particular seminar involved hypothetical play-acting of a number of deal scenarios, with different panelists playing the various roles in a corporate/university negotiation. And what I noticed was that all of the dancing around in negotiation was about not knowing each other, not trusting, and having to get to know each other at - from my perspective - a very late stage where the research is already baked and up "for sale."

Hypothesis: When companies get involved with university R&D at the very earliest stages - before patents have been filed, and before anyone knows where the research will go - the relationship evolves naturally, and when some fruit comes out of it, the commercialization or tech transfer negotiation is more a matter of formality and more quickly negotiated. What do you think? Likely? Am I missing an angle?

Comments (1) | Category: Bridge Project


COMMENTS

1. Maria Tseng on August 12, 2004 6:03 PM writes...

Re negotiations and funding early in university research endeavors:

I've found that even with the sponsored research money from the company firmly in hand (not an easy sell), the vast gulf between the mindsets of researchers and crass commercial types seems to be impossible to span.

And many university licensing offices make it very difficult to complete a sponsored research deal -- IP ownership and usage rights, sub-license rights, disclosure (especially with publically funded universities), and payment terms. No, most universities in my experience aren't trying to get the highest 'rents.' In fact, they just want to see it commercialized. On the other hand, the researchers (professors and grad students) want to retain enough rights to startup using the results of the research and make money independently of the funding company. Good example is Stanford University's many stellar startups.

Many times, university licensing offices don't respond to inquiries by corporate BizDev types, cannot (will not?) deal with the funding company's 'standard terms' or the researchers don't know how to do deals, or who at the univeristy's licensing office can help them. Aaaaaagh!
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There have been/are several famous examples of companies funding research that isn't product-specific: ATT Labs, Xerox PARC, Philips Labs... They seeded lots of innovative products and industries, but from an ROI perspective, were busts.

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