2020s Strategic Patent Portfolio Management - Challenges and Opportunities of a new Decade in a Traditional Product Producing Company

Hanns Hallesius, Senior Advisor IP Management & Strategy, Former Head of IP at Electrolux, Bromma, Sweden

In the early twenties, traditional product producing companies face rapidly transforming business environments with ongoing technology shifts, converging industries and increased global competition. This changing world puts increasing demands on patent portfolio management as a proactive business tool. A close incorporation of patent portfolio strategies into the overarching business strategy increases the impact on the business success. Herein, different frameworks for analysis, development and execution of a patent portfolio strategy are discussed, addressing specific business situations. A process is proposed, to set patent strategy based on carefully selected Patent Focus Areas (PFAs) with relevance for the business strategy. Thereby, a common language between business and patents, on strategic and operational levels, is pointed out as a key factor for strategic alignment and success. The authors discuss the challenges and opportunities of modern patent portfolio management and strategy in traditional product producing companies. Thereby they give insights in how to transform traditional reactive invention-driven portfolio strategies towards proactive customer benefit focused portfolio strategies.

Hanns Hallesius is a leading Hanns’ core drivers are to drive change in IP management, to align IP strategy and organisation with business strategies. Hanns has headed the Patent activities of the Electrolux Group for 14 years and thus in a constantly changing business environment. Since 2012 he is a Member of the Advisory Council of PRV, the Swedish Patent and Trademark Office. Hanns educational background includes an M. Sc. from Chalmers University of Technology, Gothenburg, and an MBA from Copenhagen Business School. From 1994 to 2005, he has worked for IP law firm Awapatent, most of that time in management positions.

Electrolux is a Swedish multinational home appliance manufacturer, headquartered in Stockholm. It is a leading global appliance company with brands including Electrolux, AEG, Anova, Frigidaire, Westinghouse and Zanussi. The business model focuses on best-in-class consumer experiences, and we apply a three-step model to achieve sustainable profitable.