VALORACIÓN Y NEGOCIACIÓN DE TECNOLOGÍA

UNIDAD 1 STAGE 1 - COURSE RECOGNITION

PRESENTADO A:
INGRID TATIANA GOMEZ
TUTORA

ENTREGADO POR:
OSMAN YESITH RAMIREZ PERDOMO
CÓD: 1081411503

GRUPO: 212032_133

UNIVERSIDAD NACIONAL ABIERTA Y A DISTANCIA - UNAD ESCUELA DE

CIENCIAS BÁSICAS, INGENIERÍAS Y TECNOLOGÍAS
NEIVA HUILA
AGOSTO DEL 2023
TABLE OF CONTENTS
VALORACIÓN Y NEGOCIACIÓN DE TECNOLOGÍA ................................................................... 1
INTRODUCTIÒN ................................................................................................................................. 3
OBJECTIVES ........................................................................................................................................ 4
PROFILE UPDATE SCREENSHOT (ACTIVITY 1) .......................................................................... 5
SOCIAL INTERACTION FORUM PARTICIPATION SCREENSHOT (ACTIVITY 3) .................. 5
CASE ABSTRACT (ACTIVITY 5) ...................................................................................................... 6
CONCLUSIONS.................................................................................................................................... 9
REFERENCES .................................................................................................................................... 10
 INTRODUCTIÒN
Technology valuation and negotiation refers to the evaluation or valuation of the multiple implications
of a technological development, beyond the mere determination of technical feasibility and
profitability, so that opportunities are maximized and risks are minimized.

In this paper we will understand the terminology and the purposes of the course in general and of the
Units in particular, and we will make a summary of a case presented by the course tutor.

This activity is carried out in order to be able to address the knowledge of unit 1, in this way carrying
out the previous readings before achieving the proposed activities.
 OBJECTIVES

General objective
Recognize the value of intellectual property as an intangible asset in a real environment

Specific objectives
 Develop the proposed activities based on the activity guide and evaluation rubric.
 PROFILE UPDATE SCREENSHOT (ACTIVITY 1)

SOCIAL INTERACTION FORUM PARTICIPATION SCREENSHOT (ACTIVITY

3)
 CASE ABSTRACT (ACTIVITY 5)

Ecoflora began as a family business growing flowers. It was created in 1998 by Nicolás Cock Duque,
who was a civil engineer and businessman. The SME was created as a result of Mr. Cock Duque's
desire to develop products that were commercially viable for the horticulture industry (such as
pesticides) and that were based on plant extracts free of artificial chemical substances.

The jagua (Genipa Americana; small tropical tree), for example, is a plant that grows in South America
and whose fruit extracts are used in food and beverages as well as for medicinal and cultural purposes.
The fruit has been used by successive generations of communities in the region, including Colombia,
to make body paint as well as insecticide.

To this are added other plants used by these communities, such as the açai (Euterpe oleracea, a type of
palm), the borojó (Borojoa patino, a small evergreen tree) and the heliconia (flowering plant).
Undoubtedly, Ecoflora's most promising brand product is CosmeBlue, a blue vegetable dye that is
used as a natural colorant in food, cosmetics, and textiles and is made from the fresh juice of the jagua
fruit.
Since this company had a good growth in its products and brands based on plant products developed
a research team to come up with a solution… based on plants and plant extracts that are useful for
interested industries”.
The company has focused on three product categories: agricultural and horticultural products;
industrial products; and ingredients for products as diverse as cosmetics and pet care products.
Ecoflora's research team has created a wide variety of ingredients such as dyes, pigments, oils and
waxes and products such as pesticides, deodorants and soaps.
Lacking direct access to investment capital in Colombia, where Ecoflora was founded, Mr. Cock
Duque had to initially rely on the generosity of his family and friends to finance the company's
development. However, given the growing reputation that quality products have been acquiring, to
which has been added the economic liberalization policy that is applied in the country in support of
entrepreneurs, the SME has been able to conclude fruitful agreements of collaboration and financing
with national and international entities.

In addition, Ecoflora has benefited from essential funding provided by the Spanish Agency for
International Development Cooperation (AECID) and the "Spain and its Regions Exchange
Knowledge with Antioquia" (ERICA) program, which is a collaboration committee between academic
and government circles and the private sector of the State of Antioquia.
Today, Ecoflora has well-funded research centers that allow it to produce quality plant products, so it
is interested in promoting its creations through dynamic branding and marketing initiatives. To this
end, one of the first achievements of the SME's brand development strategy was to recompose the
company's generic institutional image so that it acquired a new identity of global interest.

To that end, Ecoflora collaborated with the branding company Aldasbrand Colombia (Aldasbrand) and
was able to completely redo its institutional image as well as the company's product packaging
procedure. “The new image”, said the Aldasbrand spokesman, “will retain its monolithic structure but
will not stop transmitting the values and principles of responsibility, efficiency, sustainability, ethics,
environmental responsibility and safety”.
To market its many products, the company has focused its efforts on differentiating itself in the
marketplace with its quality plant-based and natural products. To guarantee the quality of the products
and differentiate them, Ecoflora has had to meet a series of requirements to be certified by entities such
as Société Générale de Surveillance S.A (SGS), a leading inspection, verification and certification
company based in Geneva (Switzerland). .

As a result of the SGS certification process, since 2006 the company meets the requirements of "good
manufacturing practices", which are guidelines that guarantee the quality of products based on well-
managed production environments (which includes, among other characteristics, staff training,
adequate data recording and rational work procedures).
In addition, Ecoflora now enjoys a greater reputation when it comes to fairness, justice and
environmental sustainability (particularly among customers aware of this area) by becoming a member
of the Union for Ethical BioTrade (UEBT, for its acronym in English), non-profit organization (ONL)
that promotes the sourcing of natural materials on the basis of respect for biodiversity, indigenous
populations and traditional knowledge.
Ecoflora has exploited its international reputation for quality and fairness to enter into licensing and
joint venture agreements around the world. The SME has collaborated with Endeavour's Entrepreneurs
Summit partner network (providing legal and strategic support) and entered into an international joint
venture agreement in 2011, the first of its kind in Colombia, with Gowan Company, LLC (Gowan) , a
US-based global manufacturer of crop protection products.

Technology transfer

The collaboration of the industry and the Government of Colombia with academic institutions in order
to exploit the commercial potential of ideas through the exchange of specialized knowledge and
technology is a relatively recent development. In order to bridge the gap in collaboration (and funding)
between industry, academia and government circles and improve the country's international
competitiveness, Ecoflora has collaborated with business partners, state agencies and members of the
country's university network.

In 2008, the SME partnered with eight other entities, namely six Colombian universities, an
engineering company and a biotechnology business to create BioInTropic (BIT), which is an
innovation center for Colombia's bioagricultural industry. based in Medellin. Through this center,
Ecoflora and its associates have been able to pool human and material resources, including more than
40 specialists and 24 R&D laboratories to explore emerging sectors such as bioingredients,
bioagriculture and biotechnology.

Environment and public health

Colombia is a relatively small country and yet it is home to approximately 10% of the world's
biological diversity, including more than 50,000 plant species. In addition, the country has experienced
solid economic growth since the 2000s, which has translated into an increase in GDP per capita
(US$10,000 in 2011, according to CIA sources).

However, that diversity and economic recovery have recently been threatened by factors such as
deforestation, degradation of land and water quality, air pollution, social unrest and resource
extraction, which entails a great dependence on oil prices, which are volatile.
For Colombia, this has meant a decrease in biological diversity, a high unemployment rate and adverse
effects on public health in a large number of communities. To support the rich ecological heritage and
the dynamism of human resources, Ecoflora applies a sustainable ecological policy that also ensures
the health of its associates.

business results
In just a few years since its creation, Ecoflora has modernized its production procedures and has
developed and expanded its range of products, while exploiting new possibilities for collaboration,
supporting local communities and preserving the environment. The SME thus achieved extraordinary
commercial success and received numerous awards.
Ecoflora has won several innovation awards (in 2004, 2008 and 2010) that are awarded in Colombia.
The awards distinguish SMEs that have pioneered business development strategies such as
collaboration strategies with universities.

Innovate to create a new Colombia

Ecoflora began as a family SME and in just a few years it has become a pioneering bio-agricultural
company in Colombia that is gaining more and more space internationally. The company has
established respectful partnerships with traditional communities as well as collaborative links with
government, academia and the commercial sector, and has made use of its tangible and soft resources,
including a broad portfolio of IP assets. well managed, to promote its national and international growth.

In parallel, Ecoflora has built a strong brand name and created several industry-leading products, while
remaining eco-friendly. At the dawn of a new era of socioeconomic flourishing in Colombia, Ecoflora
shines with its own light.
 CONCLUSIONS

 Through the development of this activity we were able to understand the concepts, terminology
and purposes of the course in general and of Unit 1.

 It can be said that the main objective was achieved in good shape and to such an extent that it
was possible to assimilate the main theme of the unit, which is evidenced in the development
of the activity
 REFERENCES

 Ryder, R. D., & Madhavan, A. (2014). Intellectual Property and Business: The Power of
Intangible Assets. Chapter 1. The Intangible Landscape - Understanding Core Concepts (pp
1-58). Los Angeles: Sage Publications Pvt. Ltd.
https://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.aspx?direct
=true&db=nlebk&AN=821413&lang=es&site=eds-live&scope=site&ebv=EB&ppid=pp_1
 John P Mc Manus. (2012). Intellectual Property : From Creation to Commercialisation: A
Practical Guide for Innovators & Researchers. Oak Tree Press. P 125-
128 https://bibliotecavirtual.unad.edu.co/login?url=https://search.ebscohost.com/login.aspx?d
irect=true&db=nlebk&AN=1008965&lang=es&site=eds-
live&scope=site&ebv=EB&ppid=pp_126
 DANE (2019). Technical Bulletin Survey of Technological Development and Innovation -
Manufacturing Industry 2017-
2018. https://www.dane.gov.co/files/investigaciones/boletines/edit/boletin_EDIT_manufactur
era_2017_2018.pdf