Making intellectual property work for business - World Intellectual ...

Creation of
programmes
Setting up IP services | Training businesses
The steps below provide a basic framework for business membership organizations to
create their own training programme based on existing and freely available resources.
Step 1: Assessment
Prior to developing a specific training programme, an assessment should be done by
business membership organizations of the IP level at which their members are operating
based on the levels of IP management discussed at the beginning of the chapter.
This can help ensure that available resources are appropriately allocated to reach as
many members as possible. For example, such an assessment may indicate that
there is a need for more beginner seminars and only a few advanced levels of training.
Spending resources on a beginner level seminar for 20 members is a much better
use of resources than holding an advanced seminar for only two members. Advanced
members can be assisted in other ways, such as through self-help materials or assistance
with an expert in the community.
Business membership organizations should also assess what other training
programmes are already available to their members through private or other training
providers, and focus on filling whatever gaps there may be in the market rather than
directly competing with existing services.
Step 2: Training method
Business membership organizations can offer training in a stand-alone or integrated
approach with other training services. In a stand-alone programme, organizations
would offer seminars and workshops focused solely on IP. An integrated approach
would be to offer seminars and workshops that address a range of topics including
IP. For example, IP could be addressed in a seminar which also addresses general
business management, export management, innovation, new product development,
marketing and branding, human resources management, supply chain management,
and quality management.
Step 3: Speakers/trainers
The availability of a pool of expert IP trainers is essential to pursue a training programme
in this area. Business membership organizations can use available resources
and invest in training their trainers through special IP Training-of-Trainers Programmes
(see below) or develop their own resources.
Any speaker – whether a member of the staff, a member of the local business
community, or an international expert – should not only be knowledgeable in IP but
also be able to relate the issue to business. It is very important for the speaker to
understand that the audience consists of business leaders and be able to relate to
them on a practical level. When considering speakers for the programme, business
membership organizations should keep in mind the need to reserve speakers early.
While an international expert can lend credibility to a seminar and increase attendance,
this should be balanced against the effect on the budget of the speakers’ travel costs.
Video conferencing is a cost-effective alternative to allow non-local experts to speak
at an event without having to bear the cost of travel and accommodation. Local IP
lawyers are also an excellent resource as they have a professional interest in promoting
their expertise in seminars. By using a combination of local speakers, limiting the
number of international experts, and having other international experts through video
conferencing, the costs of developing a seminar or workshop can be greatly reduced.
Videos of, or materials from, presentations can help build up IP training resources
which can be made available online for members with the speakers’ permission.
A handbook for setting up intellectual property services 29