2020s Strategic Patent Portfolio Management - Challenges and Opportunities of a new Decade in a Traditional Product Producing Company

Christian A. Mohr, Head of Group Patents - Germany, Electrolux AB, Germany
Hanns Hallesius, Former Head of IP Electrolux and Senior Advisor Strategic IP Management, Hallesius Consulting, Sweden

In the early twenties, traditional product producing companies face rapidly transforming business environments with ongoing technology shifts, converging industries and increased global competition. This changing world puts increasing demands on patent portfolio management as a proactive business tool. A close incorporation of patent portfolio strategies into the overarching business strategy increases the impact on the business success. Herein, different frameworks for analysis, development and execution of a patent portfolio strategy are discussed, addressing specific business situations. A process is proposed, to set patent strategy based on carefully selected Patent Focus Areas (PFAs) with relevance for the business strategy. Thereby, a common language between business and patents, on strategic and operational levels, is pointed out as a key factor for strategic alignment and success. The authors discuss the challenges and opportunities of modern patent portfolio management and strategy in traditional product producing companies. Thereby they give insights in how to transform traditional reactive invention-driven portfolio strategies towards proactive customer benefit focused portfolio strategies.

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Germany Sweden Intellectual Property Electronics December 2020 Vol.13, No. 53, Autumn 2020

Christian A. Mohr

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Dr. Christian A. Mohr is a leading IP manager and strategist with more than 10 years of expirience in the field of intellectual property. Christian is a German and European Patent, Trademark and Design attorney with a unique technological background combining both life science and technology. Through his journey he was able to counsel companies of different size and business models and within different industries, amongst those drug discovery and generic pharma companies, as well as medical device companies, a major glass manufacturer and various start-ups. Christian entered the Electrolux Group in 2016 and currently is heading the German Patent Department with global group responsiblity for the major appliance section of Food Preparation. Christian enables a sustainable and future-oriented patent portfolio management, which secures both freedom-to-operate – more importantly – market shares and profitable growth – and in parallel provides impulses for innovation. Thereby, the strategic, value-driven management of the patent portfolio of about 700 families and 2700 cases worldwide is one of his core drivers. On this path, he also drives evolution of the patent attorney’s role to grow from traditional lawyers to become IP business partners.

Hanns Hallesius

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Hanns Hallesius is a leading authority in strategic IP management, driving for smarter management of IP to create more business value. He has a background as Global Head of IP of the Electrolux Group, where he spent 14 years leading the development of effective IP strategy and management. Previously he also held leading positions with European IP Law Firm AWA. Hallesius is member of the Advisory Council to PRV, the Swedish Patent & Trademark Office, and has a background a member of the Board of Directors of Swedish IP Law Firm IPQ, now Rouse Sweden. He holds an MBA from Copenhagen Business School and an M Sc. from Chalmers University of Technology, Gothenburg. Since 2020 he is supporting companies in developing IP management in the areas of Strategy, Operations and Leadership from the platform of his consultancy firm, Hallesius Consulting. of that time in management positions.

Bromma

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Hallesius Consulting, with Senior Advisor Hanns Hallesius, provides support to raise competitiveness through strategic management of IP and services in order to secure control, transparency, competence and efficiency through effective management of IP. The ultimate target is always to support high profitability and/or strong growth, through advice, support and cooperation with specific a focus on the needs of Corporations, Law Firms, IP Service Providers and Investors. Services are provided by combining management skills in various areas with an in-depth understanding of the different aspects of Intellectual Property, including support with Strategy, Operations and Leadership related to IP. Support is also provided to align IP strategy and business strategy, to develop and implement effective IP operations and with people leadership in IP. See also hannshallesius.com

Electrolux AB

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Electrolux is a Swedish multinational home appliance manufacturer, headquartered in Stockholm. It is a leading global appliance company with brands including Electrolux, AEG, Anova, Frigidaire, Westinghouse and Zanussi. The business model focuses on best-in-class consumer experiences, and we apply a three-step model to achieve sustainable profitable growth. Electrolux shapes living for the better by reinventing taste, care and wellbeing experiences, for more enjoyable and sustainable living.

Germany Sweden Intellectual Property Electronics December 2020 Vol.13, No. 53, Autumn 2020

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