STEP 4

UNDERSTAND IT NEGOTIATIONS

PRESENTED BY:

ALDEMAR GONZALEZ MARTINEZ

CAMILA ANDREA ROJAS

ELKIN MANUEL DE ANGEL MARTINEZ

JESUALDO VEGA JIMENEZ

LUIS FELIPE MARTINEZ MARTINEZ

DELIVERED TO:

KARLA NATHALIA TRIANA

GROUP

212032_55

NATIONAL UNIVERSITY OPEN AND AT A DISTANCE

CEAD VALLEDUPAR

TECHNOLOGICAL VALUATION AND NEGOTIATION

NOVEMBER 2020
 CONTENIDO

INTRODUCTION .......................................................................................................................... 3

OBJETIVES .................................................................................................................................... 4

General ........................................................................................................................................ 4

Specific ....................................................................................................................................... 4

WORK DEVELOPMENT .............................................................................................................. 5

ACTIVITIES ASSIGNMENT AND WORK RESPONSIBILITIES CHART .......................... 5

HEAD OF AGREEMENT CONCEPTS INFOGRAPHICS ...................................................... 6

Group 1 ................................................................................................................................... 6

Group 2 ................................................................................................................................... 7

Group 3 ................................................................................................................................... 8

Group 4 ................................................................................................................................... 9

Group 5 ................................................................................................................................. 10

BUSINESS MODEL SELECTION CHART ........................................................................... 11

HAND DRAW PROBLEM TREES......................................................................................... 12

PROBLEM AND RECOMMENDATIONS VIDEOS ............................................................. 14

CONCLUSIONS........................................................................................................................... 17

REFERENCES ............................................................................................................................. 18
 INTRODUCTION

This phase of the course seeks to clarify various concerns and knowledge about those

forms, mechanisms, guarantees, elements and generalities that are part of the development of a

technology negotiation, also to know the guidelines to carry out an optimal business model and

adjusted to the needs of the parties, by means of which a "Head of Agreement" is structured,

which makes it much more reliable because the parameters by which the negotiation will be

carried out are defined.

From this perspective, it is up to our working group to internalize the concepts, guidelines

and structure for the construction of agreements or what we colloquially call contracts referring

to the technology business model to be used, it is also necessary to identify those problems in

which the Companies fall into errors that make it difficult to negotiate biotechnology products,

and from there propose a business model that allows solving these difficulties, in addition to

identifying the advantages it generates.

The above being an experience of high growth in the training process as future industrial

engineers, where we can find ourselves in front of scenarios of valuation and technological

negotiation, and before these, to be able to manage this type of process in the best way.
 OBJETIVES

General

Have the ability to prepare negotiations of technological assets promoting innovative and

competitive businesses.

Specific

1. Know the structure and identify the importance of a "Head of Agreement" in technology

negotiation.

2. Identify business models for biotech products and their advantages.

3. Identify problems that companies face when negotiating biotechnology products.

4. Have the ability to propose alternative solutions to Valuation and Technology

Negotiation problems.
 WORK DEVELOPMENT

ACTIVITIES ASSIGNMENT AND WORK RESPONSIBILITIES CHART

 HEAD OF AGREEMENT CONCEPTS INFOGRAPHICS

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.)

 BUSINESS MODEL SELECTION CHART

Business model selection chart

Group Number: 212032_55
Unit name: Unit 3 - Understand IT negotiations
Votes
Business model
Aldemar Camila Elkin Jesualdo Luis
Agreements for licensing, representation and
distribution of a novel final product
Technology transfer x x x x x
Manufacturing contract
Co-promotion and co-marketing
Sharing profits
Joint ventures
Binding agreements
Difficulty selected by the group: Technology transfer

According to the participation of the 5 members of the group, in mutual agreement the topic was

chosen: "TECHNOLOGY TRANSFER".

HAND DRAW PROBLEM TREES
 PROBLEM AND RECOMMENDATIONS VIDEOS

Student Link Video Alternatives

Aldemar
González https://youtu.be/1qEggEM9dnk
Martínez

For a company that wants to commercialize its biotechnological

innovations considering the technological transfer, it could
adopt the following measures to be successful.

• Have a team member with experience in transferring research

Camila results
Andrea https://n9.cl/myl9 • Have a good knowledge in technological marketing researching
Rojas with companies that already handle the subject in depth.
• A lot of research is required to have a good marketing
• Have good own resources since those offered by the government
are scarce
• Get good advisers or advisory companies with experience in the
subject.
 -It is important to carry out a market study to determine if the
transferred technology has acceptance or an assured market, if the
technology is promising but has no one to buy it, it is not
profitable.

Elkin -It is necessary to receive training on the technology to obtain the

Manuel De maximum benefit and to know its real scope in practice.
https://youtu.be/P_Ig4gEsgic
Angel
Martínez -The economic participation and the contractual responsibilities
must be defined in the clauses of the agreement.

-If possible, a test of the technology should be requested with the

end users to receive feedback from them, to determine how viable
the technology is.
As a solution to the problem presented in the problem tree, the
implementation of the following business model is proposed.

• Define which service model meets the needs. There are three
models to choose from: Software as a Service (SaaS), IaaS or
Platform as a Service (PaaS).
• Choose providers well. The offers differ in costs, service levels
and performance. Thus, the decision of the choice depends on
Jesualdo
https://youtu.be/aIWxU7U81jw these factors, on the physical infrastructure of the company, in
Vega Rozo addition to the nature of the ecosystem of applications that the
organization has.
• Prepare and train the workforce. Resistance to change is natural
in people and is often the result of a general ignorance. For this
reason, it is necessary to communicate decisions to all areas of
the organization and establish a calendar for updating and
workshops, including certification. The more information, the
less resistance.
• The negotiation of biotechnological products is imposed by the
associated intangible component, either by patent strength, for
Luis Felipe having novel technology or for being research and development
projects, in the various stages of product development.
Martínez https://www.youtube.com/watch?v=aXNQ_NFMvQ0
Martínez • For the negotiation of these products it is recommended to be
well founded on the project or what you want to sell since if you
have the commercial rights, the patents of the product, we can
 obtain a greater profit, that is why you must know the stages of
the business, the correct valuation of the intangible assets and the
adequate preparation of the negotiation.

• For the negotiation of the technology, the transfer schedule, the

scope of the technological packages and technical assistance, as
well as the payments of the value of the technology, must be well
defined, taking into account the fulfillment of the goals set for
each stage of the transfer. At the conclusion of the negotiation,
the technology transfer contract is signed.
 CONCLUSIONS

The IT is a modality that corresponds to the need of a higher productive capacity or

standard, making it necessary to search for productive solutions abroad. A manufacturing service

is contracted, which involves licensing the technology.

The intangible assets must be agreed and properly valued for adequate preparation of the

negotiation, like everyday research, in scientific research the search is systematic, because it

starts from the approach of a problem, a hypothesis and objectives, and uses an established order

to collect and analyze the data with the greatest precision, thus avoiding leaving the facts to

chance; it is methodical, because it requires a method to carry out the investigation of reality; It

is empirical, because it is based on the observation of phenomena directly by the researcher.

New technologies have made it easier to find ways to cut costs, but at the same time,

huge operating costs are forcing companies to seek larger global markets to recoup their

investment. Most of today's commercial application technologies originate in research centers.

Technology transfer has now accelerated. Therefore, the ability of domestic manufacturers to

develop their own technology or to receive foreign technology is becoming an increasingly

important condition for their competitiveness in world markets.

 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?dir

ect=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?dir

ect=true&db=zbh&AN=103148375&lang=es&site=eds-live&scope=site

Triana Ortiz, K. (06,12,2018). Technologic Contracts. [OVA]. Recovered from:

http://hdl.handle.net/10596/22751