Unit 3 - Step 4 - Understand IT negotiations

Presented by

Erik Johan Victoria

Code: 1.114.059.138

Oscar Eduardo Ortega

Collaborative group 212032_34

Presented to

Juan Miguel Olave

National open and distance university

UNAD

Industrial engineering

Valuation and Negotiation of Technology

November 2020
Tabla de contenido

INTRODUCTION......................................................................................................................................3
OBJECTIVES............................................................................................................................................4
ACTIVITIES ASSIGNMENT AND WORK RESPONSIBILITIES CHART - ONE PER GROUP
(ACTIVITY 3)............................................................................................................................................5
HEAD OF AGREEMENT CONCEPTS INFOGRAPHICS – ONE PER STUDENT (ACTIVITY 4) 6
BUSINESS MODEL SELECTION CHART - ONE PER GROUP (ACTIVITY 6).............................9
HAND DRAW PROBLEM TREES – ONE PER STUDENT (ACTIVITY 7).....................................10
PROBLEM AND RECOMMENDATIONS VIDEOS – ONE PER STUDENT (ACTIVITY 9)........15
CONCLUSIONS......................................................................................................................................16
REFERENCES.........................................................................................................................................17

INTRODUCTION
The technology negotiator must handle knowledge about the technological innovation process:

formation and content of technological packages; the negotiation process, creativity techniques,

meeting management, leadership; the planning of projects by stages and their consequent integral

industrialization; the industrial and economic environment; patents and other industrial property

figures, document integration, patenting strategies, validity and other relevant data.

Negotiations will reach their culminating point when they produce balanced contracts, in which

all possible reasons for conflict are anticipated and the necessary formulas are offered to settle

disputes, without prejudice to the contracting parties. In this way, they would guarantee long-

term relationships between the member organizations of the institutional chain, favoring the

generation of technology.

The negotiation, therefore, offers the captive center the possibility of carrying out its functions in

accordance with the established plans and programs, allows it to link with others to complete its

capacities and provides it with the way to articulate its results with the daily industrial work.
 OBJECTIVES

Overall objective

Preparar negociaciones de activos tecnológicos promoviendo la competitividad de empresas

innovadoras.

Specific objectives

 Make infographics of the Head of agreement structure

 Identify a problem that companies face when negotiating biotech products, taking into

account intellectual property, asset valuation and negotiation processes

 Make a video presentation explaining the problem tree and the concepts of the technology

transfer business model.

2. According to the understanding of the previous references and your own research on internet,

based on the structure of a “Head of Agreement” document in a technology negotiation proposed

by Mc Manus, J. P. in its chapter Negotiation and Licensing, each student chooses one of the

following groups of concepts to broaden his knowledge:

 Group 1: Parties, Start date, Duration, Nature of the Licensed IP, Work Schedule 

Group 2: Costs, Royalties, Payment Schedule,

 Group 3: License options, Option term on license, Right of first refusal, Scope of license,

Exclusivity

 Group 4: Liability, Warranty, Ownership of IP, Ownership of Improvements

 Group 5: Infringement, Termination, Choice of law, Dispute resolution.

ACTIVITIES ASSIGNMENT AND WORK RESPONSIBILITIES

CHART - ONE PER GROUP (ACTIVITY 3)

3. Post the topic selection in the Discussion forum – Unit 3, according to the following chart,

also, as a group, identify who will be the student in charge of delivering the final document at the

Evaluation Environment:

Activities Assignment and Work Responsibilities

Group Number:  212032_34
Unit name: Unit 3
Selected topic Student name
Group 1 Erik Johan Victoria
Group 2 Oscar Ortega
Group 3 Student 3. Name
Group 4 Student 4. Name
Group 5 Student 5. Name
Student chosen to submit the final document to the Oscar Ortega
Evaluation Environment:

HEAD OF AGREEMENT CONCEPTS INFOGRAPHICS – ONE

PER STUDENT (ACTIVITY 4)

 4. According to the topic chosen previously, the review of Unit 3 references and your own

search on internet, each student must:

Design a creative one-page infographic explaining the definition of the group of concepts of a

“Head of Agreement” document in a technology negotiation selected previously including the

following:

 Student name

 Group number

 Date

 Title: Head of agreement structure

 Definition of the concepts of the “Head of Agreement document”, according to the

selection.

 Answer to the question: How important is to prepare the Head of Agreement document

before developing a technology negotiation in order to achieve the best results?

Erik Johan Victoria
Oscar Eduardo Ortega
 BUSINESS MODEL SELECTION CHART - ONE PER GROUP

(ACTIVITY 6)

6. Based on the understanding of the Business models for biotech products part of the previous

reference, the group selects one of the business models identified by the authors in the article,

posting the vote of each student in the following chart:

Business model selection chart

Group Number:  212032_34
Unit name:  Unit 3
Business model Votes
Agreements for licensing, representation and
Erik Victoria
distribution of a novel final product
Technology transfer Oscar Ortega y Emanuel Escobar
Manufacturing contract  
Co-promotion and co-marketing  
Sharing profits  
Joint ventures  
Binding agreements  
Business Model selected by the group: Technology transfer

HAND DRAW PROBLEM TREES – ONE PER STUDENT

(ACTIVITY 7)

7. Once the business model has been selected by the group, each student develops the following

activity:
According to the reading and its own search on internet, hand draw a billboard using the

resources you have (cardstock, paper, acrylic board) as a visual aid to identify a problem faced by

companies to negotiate biotechnological products, taking into account intellectual property,

valuation of the assets and negotiation processes, including:

 Student name

 Date

 Unit name

 A problem tree with: problem, causes and consequences related to the problem faced by

companies to negotiate biotechnological products, taking into account intellectual

property, valuation of the assets and negotiation processes.

Erik Johan Victoria

Oscar Eduardo Ortega
As a consultor for a company that wants to commercialize its biotechnology innovations, each

student presents a slide proposing as a solution the implementation of the business model selected

previously (Activity 6), explaining the main concepts, arguing advantages and applying the

contents studied in this unit, evidencing its competences as an industrial engineering professional.

Erik Johan Victoria

Concepts:

Technology transfers are a modality

business in which the partner wins the technology, and the owner guarantees a market in the time

that last the transfer.

It is proposed to calculate its value by the method of technological factor (tech factor), which

consists of applying to the risk adjusted net present value (NPV) of the. Discounted cash flow

generated by this technology: a multiple that is calculated based on the weight of the attributes

that technology has.

Advantage:

1. Identify the latest technologies that meet your specific needs.

2. Find partners to join forces in new developments.

3. Make profitable investments in R + D + i:

A. Licensing the proprietary results,

B. Commercializing the developed or improved technology

C. Promoting and / or marketing the resulting products

Oscar Ortega
The purpose of technology transfer in the negotiation of biotechnological goods is to transfer

discoveries or developments in order for them to be used by other organizations or in other

processes.

Failure to estimate risks in technology transfer processes may be due to ignorance of the item to

be negotiated, incorrect estimation of the value, not having identified the negative aspects of the

product or process or not having executed an optimal process of research and development

The consequences of not estimating the risks in technology transfer processes can be: trademark

or patent involvement, financial losses and lose-win negotiations.

The proposing solution

That people with knowledge of the product and intellectual property are in charge of the

negotiation.

Estimation of risks, threats and opportunities faced by the product.

That industrial engineers in companies have taken the technology assessment and negotiation

course

PROBLEM AND RECOMMENDATIONS VIDEOS – ONE PER

STUDENT (ACTIVITY 9)

9. Each student records a 2 - 3 minutes video where he appears using his camera, showing the

PowerPoint presentation indicating his name, mentioning the date, explaining the problem tree
defined previously and the proposal of the business model selected, to be implemented in the

Company to commercialize biotechnology products.

Presentation link of the problem tree video.

Business Model selected by the Studen Link Video

group:
Technology transfer Erik Johan Victoria https://youtu.be/4YpewxVHEaA
Oscar Ortega

CONCLUSIONS.

In the management actions used in the technological negotiation in the bonding process are the

commercialization, transfer and dissemination of university technology and the formulation of

technological contracts, situations considered as obtaining mutual benefits, marketing strategies

and definition of modalities / channels of technology transfer and prior protection of scientific
knowledge. There is ignorance in the negotiation of contracts and in terms of obtaining external

financing. There is no organizational structure to negotiate.

REFERENCES

 © European Union (2012). Fact Sheet How to deal with IP-related issues in transnational
negotiations. Retrieved from:
http://www.iprhelpdesk.eu/sites/default/files/newsdocuments/Fact-Sheet-How-to-Deal-
with-IP-Issues-in-Transnational-Negotiations.pdf
 Mc Manus, J. P. (2012). Intellectual Property: From Creation to Commercialisation: A
Practical Guide for Innovators & Researchers. Negotiation and Licensing. Oak Tree
Press. Retrieved from: https://bibliotecavirtual.unad.edu.co/login?
url=http://search.ebscohost.com/login.aspx?
 direct=true&db=nlebk&AN=1008965&lang=es&site=eds-
live&scope=site&ebv=EK&ppid=Page-__-149
 García Delgado, D., & Ortiz Torres, M. (2014). On the negotiation of biotechnology
products that include intangible assets. Biotecnologia Aplicada, 31(4), 297–310.
Retrieved from: https://bibliotecavirtual.unad.edu.co/login?
url=http://search.ebscohost.com/login.aspx?
direct=true&db=zbh&AN=103148375&lang=es&site=eds-live&scope=site
 http://ve.scielo.org/scielo.php?script=sci_arttext&pid=S1315-95182006000100010