Trans2tech, Munster 1 2 Octobre 2008, Germany, (European Community)

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1 Trans2tech, Munster 1 2 Octobre 2008, Germany, (European Community) Strengthening the private and public partnership in actionable knowledge. The case of ATELIS (Strategic Intelligence Workshop of the ESCEM Business School). Henri Dou 1 and Pierre Larrat 1, ESCEM, 1 rue Léo Delibes BP 055 Tours 7205 Cedex France douhenri@yahoo.fr plarrat@escem.fr The development of new public and private partnerships has been described in various papers 2, the background being the triple helix and the Dutch school research in this area. To promote innovation and to be able to create a business driven research, it is necessary to reinforce the intersection of the Industry research public institutions. This is particularly true to provide a useful help in the development of SMEs. But, often, the facilities (transfer from University of fundamental research) provided to the SMEs remain too technical without the necessary windows on business and commercial development. To overcome this difficulty we created at the ESCEM the concept of ATELIS 4. ATELIS (ATELier d Intelligence Stratégique) will give to the second and third year students of this business school 5 the necessary background in Competitive Intelligence and Competitive Technical Intelligence. Moreover, to really be a product accepted by the SMEs (and also by the French poles of competitiveness) the ATELIS system get the ISO standard and works with the AFAV (French Association for Value Management) to give also to the ATELIS students the European certificate of practitioner in value management. Another point of the ATELIS program is that this concept as been extended (by cooperation) to different foreign institutions providing an international vision by exchange, discussions and different social approaches of one particular subject. 6 This actionable knowledge enable ATELIS to offer to local, national and international institutions, firms or research centers different groups of students (generally 4 to 5) which will be able in 4 months to work on a subject of interest for the above companies or institutions. The cost of the mission because this is included in the program of the ESCEM will be affordable by the companies. The student s background will enable the group to discuss of strategy, economy and technique. A special focus in the formation of ATELIS is made to Patents and specially APA 7 (Automatic Patent 1 Henri Dou is also a member of the «expert group of Economic Intelligence» funded by the CNRS that we thank providing the facilities to participate to this Trans2tech meeting. 2 Valorisation, Synergies, Innovation and Development, Dou H, Kister J Trans2tech Driving Innovation from Science to Business EC Aix en Provence 6 Mars 2008 The Triple Helix as a Model for Innovation Studies (Conference Report), Science & Public Policy Vol. 25() (1998) Loet Leydesdorff & Henry Etzkowitz see also Industry & Higher Education 12 (1998, nr. 4) , Accreditation AACSB and EQUIS 6 See for the presentation of the last international congress done by ATELIS (Second European Symposium on Economic Intelligence, Lisbon, Portugal 2008) 7 Patent Analysis for Competitive Technical Intelligence and Innovative Thinking H Dou, V Leveillé, S Manullang, JM Dou Jr Data Science Journal, Vol. 4 (2005) pp

2 Analysis), to provide the necessary bridge between idea and realization. Patents are not seen only as a way to protect the Intellectual Property of the firm, but as an innovative tool which enable a company or institution or others... to get all the information on the development of products and usages about an invention, an idea. Patents will constitute the best link between the company language and the research development. Patents will provide also information on the environment of a concept, idea, application as well as the mapping of companies of the field that of the mapping of the technologies involved. 1 ATELIS Education program The students during the third year of their study may take a special course within the framework of ATELIS in Competitive Intelligence and Competitive Technical Intelligence. The program of the course goes from strategy to information retrieval handling and analysis (specially the patents), Competitive Intelligence and Technical Intelligence basics, workflow software (platform to create and share knowledge), analysis tools such as tools for APA (Automatic Patent Analysis). The originality of ATELIS is the ATELIS certificate (Iso ) which will guaranty the quality of the formation when the students will participate to different missions with local or national industries or institutions. Some students may if necessary complete the study in this area by following the course to get the European Certificate of Practitioner in Value Management. This certificate is given under the supervision of AFAV. Presentation of the Courses 8 Objective of the course At the end of the module, the students will be able: To make the difference between the various fields of the strategic intelligence To lead a reflection integrating the concepts of management by the value To identify problems of Technology watch and competitive technical intelligence To locate the various actors in the environment of a project To apprehend the various tools for analysis the information and the patents To conceive the objectives and different steps of a mission of Economic intelligence 8 The course has been built up to fit a large part of the referential de formation en Intelligence Economique made by a think tank associated with the senior adviser for Competitive Intelligence near the French prime minister. For more information see:

3 N Heading of the topic: Flight Hor. 1 INTRODUCTION: - Definition of the concepts of technology watch, EI 9, and km and MV - Presentation of methodology (process EI) - Example of realization - Global Presentation of the modules - Presentation of missions 2 MANAGEMENT BY THE VALUE: - Definition of the MV and correlation with the EI - Methods and tools - Milestones of the mission, PRACTICE OF ECONOMIC INTELLIGENCE: Methodology and toolbox of the cycle of intelligence - Presentation of a platform of collaborative work, - Experience feedback 6 4 TECHNOLOGICAL SURVEY AND PATENT (Matheo Software and Matheo Patent) - Introduction to the Technological Survey. Why, for which, how - Information, examples of the existing systems. - Technology watch and its integration in the creation of knowledge within the company patent rights - The research of patents, the Internet - The use of Matheo software - Case studies: analyze of a company - Technological dependence 5. PATENT RIGHTS, LEGAL MEANS OF PROTECTION, USING PATENT IN COMPETITIVE TECHNICAL INTELLIGENCE - Economic and strategic importance of the IP. - Patent rights: means of protection of creation - Legal tools of the IP, patents, marks, domain s name - The role of the patent: right and publication - Search for patents in the databases - To learn how to read a patent - To exploit information patent 6 9 In the text of this paper EI: Economic Intelligence can be translated to Competitive Intelligence and Technology Watch to Competitive Technical Intelligence.

4 6 COMPETITOR INTELLIGENCE: - Collection of data - Competitor assessment - The management of the environment 7 GEOPOLITICS AND INTERNET: - Components of the geography of Internet - The role of the geographical situations - Internet, strategic usages 8 AFDIE (Role of consultants in EI) 9 EI. AND TERRITORIAL MARKETING. LOBBYING AND NETWORKS - Control strategic information - Economic protection - Action of influence 10 ECONOMIC INTELLIGENCE AND INTERNATIONAL DEVELOPMENT - The company facing its foreign markets - Selection of the target markets - Establishment on the markets - The management of the markets 11 CONCEPT OFTHE WAR OF INFORMATION - Definition - Three wars of information, for, against, by - Case study 12 SEI 10 AND INFORMATION SYSTEMS Economic Intelligence and information systems 6 Place of the SDI in this step? Experience feedbacks Futurology: towards a new way of piloting of the companies 10 Strategic Economic Intelligence

5 1 TETRALOGY: INFORMATION ANALYSIS SPATIAL REPRESENTATION - Tools of discovery - Preparation of data - Method of sorting - Graph theory - Multidimensional analysis - Methods of classification - Chronological and space analysis 14 DEVICES OF EI ON A WORLD LEVEL Motivations Devices of EI and practical main roads: definitions Change of the national capacities of EI reinforcement: The United States transformation: Japan devices and local policies of EI analyzes compared territorial devices Tension in the EI field: evolutions strategies of knowledge management territories influence - 15 LEGAL INTELLIGENCE - Methodology - The patent, definition and protection - Laws and legal framework - Rights, ethics and deontology 6 16 WORK IN GROUP - Realization of an economic mission of intelligence or Technology Watch, entrusted by a company. - Reporting every week 18

6 2 ATELIS International The ATELIS program is also exported in different foreign countries to facilitate the development of Public and Private Partnership. This is the case in in Canada (University of Sherbrooke) Chili (University Bernardo O Higgins), in Indonesia (STADS ASMI) in Brazil (Brasiliano Associates), China (SBS Shanghai Business School). other partnerships are in discussions (Portugal and Eastern European countries). The goal of this international partnership is to spread the ATELIS concept but also to reinforce the global international knowledge of ATELIS. This will be useful when various missions concerning international development of French or Foreign firms will be concerned. Another point which is very important in the globalization era is the facilities to create mixed teams of students from various countries to exchange experiences but mainly to work together on the same international project. Mission of ATELIS First ATELIS session, Chile, 2007 (December) 11 ATELIS has for objective to achieve various missions given by institutions or industries or both to student groups of 4 to 5 students (from France or mixed with other foreign students). The ATELIS seniors experts will follow the student s works and will provide advises if necessary. In France with the development of the Poles of Competitiveness (clusters of regional stakeholders public and private from the same area of production and/or services) many missions have been done within these poles. The missions, fulfilled by the ATELIS student groups deal with strategy, economy and technique, most of the time a mixture of all these areas. The business school background of the students, with 11 For more information consult

7 the complement given by the ATELIS formation is today one of the best compromises to give a global vision of a problem to companies and institutions. One of the key activities of ATELIS is also to provide to the local SME s (Region Poitou Charente, but the success of ATELIS extends out of its local frontier) a labor force in the area of Competitive and Competitive Technical Intelligence. This is very important because most of the time these small companies do not have the necessary force to move in that direction. The fact that the students came from a business school facilitates the contacts and the discussions with the decision makers of these small companies. The ATELIS program is one of the key program of the ESCEM and it maintains an open window on the future integration of the school to new public and private partnerships. The ESCEM Group, conscious of the importance of the Economic Intelligence 12 in a context of increasing globalization of the economy and increasingly strong competition takes as a headlight project of development of the school the ATELIS Strategic Workshop. Initiated in September 2002 per Pierre Larrat, Professor within the Group ESCEM, this project is a reality today. Indeed, the ESCEM Group, in partnership with the ACFCI, the CCI of Touraine, the CRRM, CIWORLDWIDE and the CIGREF decided to constitute together a Strategic Workshop of Intelligence called ATELIS. This partnership, officially signed on February 17, 200, allows, within the general framework of the teaching mission of the school, the implementation of various actions: of research, academic and applied, of research and consulting of formation collection, management and handling of organization of events (conferences, seminars ). ATELIS is addressed to the companies, more particularly SME, with the local authorities and all the interested institutions, in the definition and the implementation of their strategic steps and their projects of development. Within the framework of its missions, ATELIS wishes, in addition, to organize events (conferences, seminars ) on topics relating to the concepts of competitive technical intelligence and economic intelligence. ATELIS is conceived like a true centre of resources, is turned towards the research action and the concrete service to the local and regional companies, joining together for the first time within the same structure of different organizations complementary and recognized in the field of the strategic intelligence. 4 Example for ATELIS missions Although that the missions are confidential, it is possible to outline briefly the contexts, subjects and results obtained. The missions may come from incubators, companies, regional institutions or individuals 1. The project is conducted by a group of 4 to 5 students and a Professor of the ESCEM Group is in charge of the tutorial of the project another person of the partners of ATELIS is also in charge of the project and can be consulted by the student group. If more information or help are necessary for the students, the various members of ATELIS can be consulted by the student group. 12 International Forum on Technical Innovation and Competitive Technical Intelligence, Beijing 16 Octobre Competitive Technical Intelligence. Methods and tools, application to innovation, SMEs, poles of competitiveness, research institutions and large companies. Henri Dou 1 With the development in France of the International and regional Poles of Competitiveness, various missions may be coming out from a pole. For more information about the French poles of Competitiveness see the official site of the Poles de Compétitivité :

8 The students do not work in the company, by most of the time use the Internet facilities to communicate and exchange information. The result of the student s work is presented to the customer in a final report meeting. Cost of the mission: the cost is calculated on the basis of the amount of work to do. A list of prices has been done according various parameters which have been developed in common accord by the users and ATELIS.

9 Example of an ATELIS Mission Conclusion The example of ATELIS fills part of the gap between technical and scientific results, strategy of the company and business aspects to the subjects. The development of this concept should open the way to multidisciplinary teams able to deepen for a company or institution a subject in its different dimensions before a real engagement of the firm in the project. The cost is low and the students may

10 develop new ideas. Briefly the ATELIS concept is a good concept which will level the brakes and uses various levers to improve the technology and scientific transfer of fundamental and actionable knowledge within the Triple Helix model. Today the results obtained show that the initial idea of ATELIS responded to a need, the return from the companies being very good. Sometimes, a student engaged in an ATELIS project for a company has been hire by this company to develop the follow up of the project as well as to participate to the Competitive intelligence unit of the company.