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EXTRACTING VALUE OUT OF FORD'S INTELLECTUAL CAPITAL PORTFOLIO. JAY DROUILLARD ASSOCIATE GENERAL COUNSEL FORD GLOBAL TECHNOLOGIES, INC. PURPOSE. Define Intellectual Capital Review the global IP environment Explain “why” FGTI Discuss strategic new initiatives with FGTI

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extracting value out of ford s intellectual capital portfolio

EXTRACTING VALUE OUT OF FORD'S INTELLECTUAL CAPITAL PORTFOLIO

JAY DROUILLARD

ASSOCIATE GENERAL COUNSEL

FORD GLOBAL TECHNOLOGIES, INC.

Copyright 2001 Ford Global Technologies Inc.

purpose
PURPOSE
  • Define Intellectual Capital
  • Review the global IP environment
  • Explain “why” FGTI
  • Discuss strategic new initiatives with FGTI
  • Review IC and Knowledge Management at Ford
  • Outline key value extraction strategies
  • Summarize the benefits to Ford

Copyright 2001 Ford Global Technologies Inc.

intellectual capital
INTELLECTUAL CAPITAL
  • Knowledge, intellectual property and experience that can be put to use to create wealth
  • Three major elements:
    • Structural Capital…e.g., documented Intellectual Assets, including IP
    • Human Capital…e.g., know-how and experience
    • Customer Capital…e.g., customer relationships and loyalty
  • IC Management (ICM), therefore, is Knowledge Management

Copyright 2001 Ford Global Technologies Inc.

ford s strategic needs
FORD’S STRATEGIC NEEDS
  • Become the World’s Leading Consumer Company that Provides Automotive Products and Services
  • Better ideas needed--which need protection
  • Protection--requires robust IP program
  • And, the value of IP…and need to extract it... getting increasingly recognized

Copyright 2001 Ford Global Technologies Inc.

key ford initiative fgti
KEY FORD INITIATIVE--FGTI
  • New way of doing business to counter intense technological competition
  • Better way to protect, manage and leverage Ford’s technology and information…i.e., Intellectual Capital Management
  • Means to unlock the shareholder value inherent in Ford’s intellectual assets

Copyright 2001 Ford Global Technologies Inc.

what is fgti
WHAT IS FGTI
  • An Intellectual Property Management Company
  • Wholly owned subsidiary of Ford Motor Company
  • “Spin-out” of Ford’s Office of the General Counsel IP Practice Group
  • Mission—protect and leverage Ford IP

Copyright 2001 Ford Global Technologies Inc.

increasing shareholder value
INCREASING SHAREHOLDER VALUE
  • FGTI leveraging IP to extract value:
    • New sources of royalty revenue
    • Building specialized patent clusters for cross-licensing and other purposes
    • Proactively policing Ford’s IP portfolio
    • Managing and resolving threats
    • Reducing the cost to Ford of acquiring new technologies
    • Using IA contributions to secure best deal for Ford

Copyright 2001 Ford Global Technologies Inc.

ip has other valuable uses
IP HAS OTHER VALUABLE USES
  • Leverage extensive Ford technology, software, know-how and other Intellectual Capital to:
    • Secure favorable terms in JV arrangements
    • Cross-license to bring in new technologies at lower cost than licensing-in
    • Spin-off or take equity positions in new firms
  • Utilize trademarks for royalty revenue and brand enhancement

Copyright 2001 Ford Global Technologies Inc.

technology commercialization strategy
TECHNOLOGY COMMERCIALIZATION STRATEGY

Copyright 2001 Ford Global Technologies Inc.

examples of ford efforts
EXAMPLES OF FORD EFFORTS
  • Intellectual Asset Management (FGTI)
  • Enterprise Knowledge Base
  • Best Practices Replication Process
  • Institutional Learning Initiative
  • Grade Banding
  • Supplier Technology Integration Process

But much more needs to be done!

Copyright 2001 Ford Global Technologies Inc.

the payoff icm
THE PAYOFF--ICM
  • Supports Corporate Goal for improved Information Flow
  • Supports Growth by identifying new technology based business opportunities
  • Reduces/eliminates reinventing the wheel through better information sharing
  • Eliminates unproductive IP
  • Increases opportunities for Intellectual Asset commercialization

Copyright 2001 Ford Global Technologies Inc.

fgti the km taskforce
FGTI & THE KM TASKFORCE
  • Still have much work to do within Ford:
    • Communicating what ICM is
    • Communicating the benefits of ICM
  • The Taskforce can help by developing:
    • A “non-jargon” message for senior managers
    • Metrics…”hard numbers…to show ICM benefits
    • Structured ways to implement ICM
  • The Taskforce also provides a forum for sharing of ideas among leading companies

Copyright 2001 Ford Global Technologies Inc.

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