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SEB725 Engineering Entrepreneurship
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SEB725 Engineering Entrepreneurship
0 Download6 Pages / 1,405 Words
Course Code: SEB725
University: Deakin University
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Country: Australia
Questions:
Case Study Task
“AntenN” is a company based in China specialized in manufacturing modern antenna systems for different industries. It has recently developed a high efficiency and low cost antenna for applications in autonomous cars and for aftermarket installations. This antenna comes with highly innovative design and a low cost manufacturing process, which the China company owns patent and trademark IP for it.
Sensing a market opportunity in Australia, a company in Victoria recently signed a commercial license agreement with “AntenN” to sell the products of AntenN for the Australian market and provide support and service to Australian customers. Assume that you work in this company and you are assigned with the role of the head of the Application and Testing Team for the products of AntenN. To meet the criteria of Motor Vehicles Standards act of Australia and to ensure required customer satisfaction, your team designed and prototyped a new antenna for the Australian market which you have an option to manufacture it in China at AntenN or bring the AntenN manufacturing process to Australia.
As part of your research, your team identified that a rival Australian company called ‘Ray Com’ has also responded to the market demand and selling antennas. In addition, you noticed that ‘Ray Com’ is aiming to produce an antenna for cars meeting Australian market standards and requirements. You immediately brought this to the notice of
company director and he/she asked you to put this issue on high priority and write a detailed report to inform the managing team of the company about the risks of loosing IP, strategies and steps that need to be taken to protect the Intellectual Property of the company in Australia. In this report, you need to:
Identify different scenarios where your company may loose IP in Australia. Briefly explain each scenario and identify parties that are involved in these scenarios.
One of the scenarios is where your company doesn’t own the patent for the new product designed and prototyped in Australia, provide the quickest patenting as your strategy for that.
For other scenarios, provide a strategy to protect the IP of your company. Prioritize your suggested strategies (for instance which scenario’s strategy is the highest priority, which scenario’s strategy is second priority…)
For each strategy provide procedure or steps of implementation if there is a given procedure or steps.
Is it possible to stop Ray Con if they are aiming to genuinely build their own product for Australian market? Briefly explain.
Answers:
1.Several factors can play an influential role in losing the Intellectual Property. The primary step in protecting the intellectual property is to ensure the trademark for the particular product. The scenario for the Chinese antenna manufacturing company can be threatening if the company fails to ensure the trademark for their new product [1]. The company is aiming at dealing in the global market; hence, it is important for them to eliminate threats from similar kinds of product.
In addition to this, if the company fails to ensure the industrial design, chances of design piracy becomes higher for the company [2]. As per the case study, it is can be understood that an emerging Australian company is aiming to come up with a similar kind of high efficiency and low cost antenna as a response to the increasing market demand. Hence, failing to file a petition to protect the design and prototype may lead the company to lose their IP in the Australian market.
The Chinese manufacturing company is has signed an agreement with an Australian company, giving them the rights to sell their high efficiency antenna in the Australian market. AntenN should be very careful and keep on constant monitoring so that the Victorian company does not play a tyrannous role and disclose the trade secret of AntenN to any other company. If the trade secret of the company is disclosed then it will have a high possibility to lose the intellectual property rights [3].
2.If it is assumed that the company does not have a patent for the new product that they are going to launch in the Australian market, it can be a serious problem for the AntenN. An emerging Australian company that is coming up with the similar products and have a high chance to capture the market is already threatening it. Hence, in this situation opting for a standard patent take a longer span [4]. In this scenario, the manufacturing company can opt for filing innovation patent, as the process takes a shorter span. In addition to this, the company can opt for filling a provisional patent application. A provisional patent application will provide the company one year of time. However, going for a provisional patent may set aside the process of patenting for a year. In this regard, it is also to be kept in mind that the organization has be very cautious while filling up the application. The next step towards gaining a quick patent is to accelerate the examination procedure. It is seen that the examination for the patent filling process takes a long time. Hence, to accelerate the procedure the company can initiate the acceleration by making their petition special. Several factors can make the patent to be seen as a special case [5]. The advanced age or illness of the inventors make the application as a special consideration. In addition to this, if the inventors of the product become successful in improving the health of the environment, helping in energy conservation or combating natural calamities, terrorism, then the petition can possibly be granted in priority basis. In the context of the antenna manufacturing company, it can be said that the manufacturer can highlight the possible good outcomes that can be seen by implementing the technology.
3.The first and foremost step of retaining the IP is to the registration of the trademark. The strategies to protect the trademark should be taken as the highest priority. The procedure of trademark registration ensures the right to use the “R” symbol along with the brand name [6]. This procedure enables the brand to notify the consumers about the righteous claim made by the company. Moreover, the symbol ensures the public that the company does not have any legal setback. The procedure of obtaining patent ensures the fact that the company has obtained the permission from the government in order to identify and exclude their product from other similar products. Hence, in if the Chinese company, AntenN does not have the copyright fort their new product it can prove to be fatal for their business in Australia.
Moreover, in order to protect the intellectual rights for their new and high efficiency antenna, it is very important for the company to protect the industrial design. The industrial design rights ensure that the visual design of the product is protected [7]. The industrial design of a product includes designing and ensuring the shape of the product, color and other relevant features.
Another important aspect in the protection of the intellectual property is protecting the trade secret of the product. Trade secret includes the formula, design, instrument and the compilation procedure [8]. As the AntenN is coming up with a new product and aiming a new market, it is very important for them to ensure that any other rival company cannot take the design and formula used by the company away.
4.In order to protect the brand from any unethical practice it is highly important for a company to register the name of the company as a trademark. To register the trademark, the manufacturing company needs to follow certain steps. In order to apply for the trademark, a company or an inventor needs to search in the “Australian Trademark Search System” to ensure that any other inventor or company is not using the trade name [9]. By searching in the system, both the currently registered and the applied trade names can be seen. The next step for obtaining trademark is applying for it. The application procedure needs to be done cautiously, as any error in the process may lead to the cancelation of the application.
Filling for an industrial design requires some steps to be followed. The primary step towards the filling is to identify the owner of the industrial design. The description of the product is to be given minutely. In addition to this, a pictorial or graphical representation of the product is to be given [10]. The next step of obtaining industrial design is the national as well as international screening procedure done by the administrative authority. Examination of the primary and formal requirements are also done by the Patent Office.
5.If the Ray Con aims at genuinely building their own products, with their own design and formula, then it is not possible for the company to stop the company. However, the company needs to ensure that the organization has taken up all the required steps in order to ensure that they have covered all the legal and patenting issues. Moreover, AntenN can take up strategies to ensure their market position. The company can take up marketing and advertising policies in order to create a brand awareness amongst the consumers [11]. As the company has signed agreement with a Victorian company to sell their products in Australia, AntenN is likely to gain an edge over the Australian market. In order to win over the competitive market, AntenN should take up marketing strategy of making the brand name synonymous with the product. Being one of the primary manufacturers of the high efficiency and low cost modern antennas, the company has vast scope of creating that much of a brand awareness.
Reference:
[1] Van Caenegem W, Cleary JA, Drahos P. Pride and profit: Geographical indications as regional development tools in Australia. Journal of Economic & Social Policy. 2014;16(1):90.
[2] Jun S, Uhm D. A predictive model for patent registration time using survival analysis. Applied Mathematics & Information Sciences. 2013 Sep 1;7(5):1819.
[3] Schwartz AA. The Corporate Preference for Trade Secret. Ohio St. LJ. 2013;74:623.
[4] Schultz PT, Hahn MJ, Sartini RA, inventors; Verizon Patent, Licensing Inc, assignee. Application registration, authorization, and verification. United States patent US 8,898,759. 2014 Nov 25.
[5] Frakes MD, Wasserman MF. Does the US Patent and Trademark Office Grant Too Many Bad Patents: Evidence from a Quasi-Experiment. Stan. L. Rev.. 2015;67:613.
[6] Granstrand O, Holgersson M. Intellectual Property. The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies. 2015 Feb 9:1-3.
[7] Giddens T. Introduction. InGraphic Justice 2015 Mar 24 (pp. 15-21). Routledge.
[8] Granstrand O, Holgersson M. Intellectual Property. The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies. 2015 Feb 9:1-3.
[9] Hall B, Helmers C, Rogers M, Sena V. The choice between formal and informal intellectual property: a review. Journal of Economic Literature. 2014 Jun;52(2):375-423.
[10] Williams G. In short. Survey of Education in Northern Nigeria. 2014.
[11] Hutter K, Hautz J, Dennhardt S, Füller J. The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management. 2013 Aug 19;22(5/6):342-51.
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