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

Setting up IP services | Providing consultancy services
42 Making intellectual property work for business
‘One-stop-shop’ consulting services for
companies
Services should be linked, integrated and complementary not only with other IP services
but also with non-IP services. IP services can be integrated with other support
services to provide comprehensive packages of service that support companies in all
phases of the innovation process, from the development of ideas up till the commercialization
of intangible assets. Complementary services focusing on all phases of IP
management, from awareness-raising activities and economic incentive information to
training and litigation support services.
Interaction with different networks
Actively building national and international networks of consultants, stakeholders and
service providers (particularly with IP offices, patent attorneys, universities and technology
development agencies) is important to allow mutual client referral, cooperative
activities, and the possibility of acting as an intermediary for IP services. A network
of contacts is also important to complement the advice and assistance given to
companies: for intra-institutional learning; exchange of experiences; promotion of the
activities among a wide number of potential clients; and to put IP in context as part of
an integrated strategy in the overall innovation system.
Tailor services according to the client profile
Orienting IP consultancy services towards the customer facilitates the business
membership organization’s ability to adapt and tailor the service to the needs of the
particular company; delivering a service to SMEs or an innovator is very different from
delivering the same service to a multinational company. Customer-orientation can be
achieved through conducting user satisfaction surveys or by asking the staff that are
usually in contact with the companies.
Marketing activities
Because they act as an entry point to the world of IP, awareness-raising and information
activities are useful channels to market IP consultancy services, especially if they
are carried out in cooperation with other stakeholders. Presenting practical examples
of other entrepreneurs or innovators will demonstrate how companies may benefit from
protecting and managing their intangible assets. Promotional activities are necessary
to give exposure to the organization’s IP services. As most business membership organizations
already disseminate newsletters to members or provide different activities for
entrepreneurs, the promotion of new or expanded IP services should be relatively easy
and inexpensive to conduct. Many local chambers work closely together with local patent
attorneys to offer a free first consultation on how to protect their innovations.