L10

Question 1

patent strategy

Answer 1

Blanketing or flooding (patent a lot of similar things)
Surrounding (patents that are connected)
Patent pool (Agreements between two or more patents owners to license one or more of their patents to one another, or to license them as a package to third parties willing to pay the royalties)

Question 2

alternatives for patents

Answer 2

secrecy
lead-time advantages
complexity (combinations of things that can not be copied)
trademark, design, copyrights

Question 3

design driven innovation

Answer 3

Value is added by design and customers are willing to pay so much extra
Gives meaning and touching people emotionally

Question 4

3 stepts in design driven innovation

Answer 4

1. Absorb (connect with how people live, customer centric design, experimentation)
2. Interpret
3. Address

Question 5

innovation in business model

Answer 5

red vs blue ocean
create new value curve
from product to service
yield management
servitization

Question 6

new value curve

Answer 6

Reduce factors that can be reduced well below industry standard
eliminate factors that industry takes for granted and can be eliminated
create factors that industry never offered
raise factors that should be raised well above industry standard

Question 7

revenue model - from product to service 5 differences

Answer 7

physical object - activity/process
tangible - intangible
separate production and consumption -simultaneous production and consumption
homogenous - heterogenous
keep stock - perishable

Question 8

yield management

Answer 8

play with price depending on supply and demand

can not store capacity

Question 9

servitization

Answer 9

rethink organization and structure

• satisfy customer needs (availability, new service concept)
• allow differentiation
• financial objectives (focus on relationship instead of transaction. Add services)