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創 意 人 生

創 意 人 生. Gold Rush. James Marshall. discovered gold in Coloma in 1848. where is today’s GOLD ?. But…. Market. Technology. Business Model. Product. Strategic Differentiation of Marketing and Manufacturing Rights: The Case of Bayer Licensing from NCHU. Background.

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創 意 人 生

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  1. 創 意 人 生

  2. Gold Rush James Marshall discovered gold in Coloma in 1848.

  3. where is today’s GOLD? But…..

  4. Market Technology Business Model Product

  5. Strategic Differentiation of Marketing and Manufacturing Rights: The Case of Bayer Licensing from NCHU

  6. Background • The US Bayh-Dole Act in 1980 stimulated the promulgation of Basic of S&T Act in Taiwan in 1999. • The establishment of Technology Licensing Office (TLO), National Chung Hsing University (NCHU) • Goals of TLO • Manage and promote the academic R&D output • Protect the benefit of inventors/creators (or innovators for both  instances) • Provide the needed technology for industrial transformation • Enhance the cooperation between industry and academia to create a win-win situation

  7. Prelude • An e-news forwarded by a friend from the Biotechnology and Pharmaceutical Industries Program Office, Ministry of Economic Affairs in early 2003. • Kao-Sheng Pharmaceutical Corp. (KPC) • Over-estimated sales volume NT$1billion per year • Tracking the cooperative line • Manufacturing • Marketing • Threat of being downgraded as an OEM (KPC) • Creation of the optimization of commercial success (TLO’s perspective)

  8. The Inventor & the Project • Professor Maw-Sheng Chien and his lab • Graduate Institute of Veterinary Pathology, College of Veterinary Medicine • A research project sponsored by Bureau of Animal and Plant Health Inspection and Quarantine, Council of Agriculture • Swine Atrophic Rhinitis Recombinant Subunit PMT Vaccine (AR,豬萎縮性鼻炎重組次單位毒素疫苗，Project #: 91農科3.1.3—檢—B3) • The R&D outcome is a result of accumulated R&D effort from professors in Graduate Institute of Veterinary Pathology, College of Veterinary Medicine for 18 years.

  9. NCHU-KPC-Bayer Cooperation • Identification of the Bayer key person: Joel Yu, GM of Animal Health, Health Care Group, Bayer Taiwan • Negotiation among 4 parties: COA+NCHU, Bayer, KPC, and Professor Chien • Long process of hide-and-seek • Articulation of win-win situation • Trust and commitment • Contracts signed by the 4 parties on Feb. 3, 2004 • Technology licensing agreement • Supply agreement • QC agreement

  10. Key Successful Factors • Strong R&D capability • Strategic differentiation of patent rights • Manufacturing • Selling • Using • Importing • Enthusiastic and aggressive pushing force • Incentives • Insights • Integration

  11. Status Quo of AR • Marketing permission has been granted in March 2004 • A press conference was held in July 2004 • Further market penetration to South Korean market is on the way. We are expecting subsequent entry to Mexican, Vietnamese, Philippians’ markets through the Bayer marketing platform.

  12. Gateway to the Future • On-going cooperation • AR+PR (launched mid-2005) • Salmonella • More research contracts released from Bayer HQ to Prof. Chien’s team provide • Enhanced international experience • Enriched R&D resources (budget and human resources) • Upgraded quality demands • CNLA certification for facilitating future commercialization

  13. Summary • What makes the case strategically significant? • Sales volume increases at least 5 times in Taiwan, let alone the international market. • Breakthrough of the vicious cycle of local vaccine manufacturers and R&D • Subsequent technological cooperation with an internationally renowned corporation • Creativity matters • There is no limit! • Path dependent (technological accumulation) • Luck helps (timing, product lines)

  14. There is nolimit!

  15. 創 * 意 * 人 * 生 創 * 意 * 人 生 創 意 人 * 生 創 意 * 人 生 創 * 意 人 生

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