An invitation to a University of Auckland Bioscience Enterprise Friday Forum, sponsored by NZTE

Date: Friday 24th February, 2012
Time: Presentation 4.30pm, followed by drinks and nibbles
Venue: SBS Reception Lounge (Common Room)

Title: Commercialisation Strategies for Innovating Firms
Presented by Associate Professor Simon Wakeman.

Associate Professor Simon Wakeman has been in New Zealand for the past two months applying his extensive knowledge of commercialisation in the US (by analysing over 1400 products) to issues for NZ companies. Simon describes his presentation as follows: A major issue for start-up firms is how to access the product development and marketing capabilities necessary to get an innovation to market. The decision whether and when to partner with an established firm not only influences the success of the innovation, but also how much value the innovator captures. However, there is considerable variation even within partnership arrangements. This seminar will outline the different arrangements used by biopharmaceutical firms to commercialize their innovation, focusing specifically on the choice between straight licensing arrangements and co-development arrangements. It will present data from the US biotech industry on what drives firms into one arrangement or the other, and how the choice affects their subsequent commercialization success.


Simon Wakeman is Associate Professor at the European School of Management and Technology (ESMT) in Berlin, Germany. He holds a PhD from the University of California at Berkeley, and prior to joining ESMT was a Research Fellow at the Center for Law & Biosciences at Stanford Law School. His research examines firm strategy for commercializing innovation, with a particular focus on the role that contractual arrangements and intellectual property rights play in that strategy. At ESMT he teaches courses on Business Strategy and Capturing Value from Innovation in the Full-Time MBA, Executive MBA, and Executive Education programs

You are warmly invited to join us to discuss Simon’s insights on how New Zealand companies can best capture value around innovation.

All welcome. RSVPs to Margot Bethell for organisational purposes would be greatly appreciated. Please email or phone (09) 923 9625 or 0274 305 758.