Panos Desyllas

Profiting from innovation through cross-border market co-creation and co-opetition: the case of global pharmaceuticals

We study the impact of the new intellectual property (IP) regime, as shaped by international agreements such as the Trade-Related Aspects of Intellectual Property Rights (TRIPS), on the competitive positions of emerging country firms and advanced country multinational enterprises (AMNEs). Drawing on ideas from the IP, international business, and strategic management literatures, we formalize the market co-creation perspective and extend it to the emerging country – AMNE context. Using the pharmaceutical industry as our focus, we show that market co-creation-based co-opetition is preferable to both emerging and advanced country firms when the former can leverage their firm- and country-specific advantages and complementary assets to co-create new market space, even as they compete for value capture. We further show that co-opetition is fostered when the bargaining power of the AMNE (afforded through trade agreements) is counterbalanced by actions of emerging country firms and a robust IP law interpretation and enforcement by the host countrys courts.

Fostering Coopetition Through Market Extension and Co-Creation in the Global Pharmaceutical Sector

We explore conditions under which multinational pharmaceutical companies (MNPCs) can profit from their cross-border operations, by collaborating and competing (co-opeting) with local companies in emerging economies. The proposed collaboration takes the form of market co-creation and an ?open-innovation?-type model. This complements more conventional competitive strategies, such as acquisitions of local firms by MNPCs. In order to support our argument, we adopt cooperative game theory and submit-employ the assumption, that firms in developing-emerging countries can increase the size of the market, through their possession of complementary assets and capabilities, to those of the ?developed? countries. In such a case, we show that collaboration between firms in the two sets of countries of the ?open innovation?-type, that fosters market co-creation, can also foster trade, thereby allowing both firms and nations to profit. We also show how provisions from TRIPS, (and more recently ACTA), can be leveraged to foster the collaborative outcome.

International Collaboration through Market Co-Creation: Strategies for Emerging Country Firms

Drawing on ideas centred on market co-creation and complementary assets, we propose that developing and emerging country (DEC) pharmaceutical firms, which operate in an increasingly challenging env...

Strategy, organization and IP management in knowledge intensive service firms

This paper studies how knowledge intensive business service (KIBS) firms assess and chose among different appropriability mechanisms - including formal, contractual and strategic intellectual property protection methods - to capture value from innovation. Drawing on strategy and organization theories, we propose that a firm’s competitive strategy and organizational approach to knowledge co-determine (together with other innovation-, firm- and industry-level factors) the effectiveness of different value appropriability mechanisms. The results from multivariate probit regression analysis using data from an original survey and 255 service product and process innovations that were introduced by 167 British and American publicly-traded KIBS firms, confirm our basic proposition. We thus contribute to the study of the determinants of IP management and improve our understanding of managerial practices for capturing value from service innovation.

Balancing appropriability mechanisms for innovation collaboration by services firms

This article explores the links between firms’ appropriability strategies and their innovation collaboration activity. Drawing on the innovation collaboration and appropriability literatures, and u...