Societal Entrepreneurship in Health and Life Sciences
Summary lectures - 2019/2020
Week Lecture Content
1 0 Introduction of the course
Topic 0: Relevance of entrepreneurship and innovation for societal
impact of knowledge from science disciplines
1 Topic 1: Customer segments & value proposition
- What are customer segments and when to differentiate them?
- Different types of value propositions and implications for the
company
2 2 Theme college 1: societal entrepreneurship
- Definition of social entrepreneurship
- Difference between social entrepreneurship and CSR
- Balance between value creation and value capture
- Measuring effects of social entrepreneurship
3 Theme college 2: Sustainable entrepreneurship
- Implications of the Nagoya protocol from a company perspective
- Implications of the Nagoya protocol from a societal perspective
4 Topic 2: Channels & Customer relationships
- The function of channels and how to use them
- Definition of supply chain and implications for the company
- How to build and expand customer relationships
3 5 Topic 3: Key Resources / Activities / Partners
- Definition of value chains
- Types of partnerships
- Issues and solutions with partnerships
- Structuring your development plan
6 Theme college 3: Open Innovation
- Inside-out and outside in
- Advantages and disadvantages
4 7 Topic 4: Revenue stream & cost structure
- Types of revenue streams: advantages and disadvantages from a
company perspective
- Relation revenue/costs in industry: effect of pricing mechanisms
on R&D and innovation
, 8 Theme college 4: Intangibles
- Importance of intangible capital: difference book value and real
value
- Understanding different types of intangible capital
- Means to protect intangible capital
- Means to leverage intangible capital
5 9 Theme college 5: Valorization
- Dealing with public-private partnerships and TTOs
10 Theme college 5: Valorization
- Socially responsible licensing
- Push and pull factors
Business Model Generation
Also, part of the exam are the chapters of the “Business Model Generation” book:
- Chapter 1: Canvas
- Chapter 2: Patterns
- Chapter 3*
- Chapter 4*
- Chapter 5*
*) Chapter 3 – 5 form inspiration for the cases of the exam questions, but will not be
tested as such on the exam.
, Week Lecture Content (Guest) teacher
1 0 Introduction of the course Linda van de
Burgwal
Topic 0: Relevance of entrepreneurship and Eric Claassen
innovation for societal impact of knowledge from
science disciplines
Valley of death:
Biotech funding stages:
, Intellectual property (IP) strategies:
- To protect your idea so that someone else cannot steal your idea, you need to secure 1 or
more of the four different types of IP:
o Patent
o Trademark
o Trade secret
o Copyrights
- Multiple types of IP rights can be used to protect an invention
- Almost half of the value of the US and EU companies are intangible assets! (= the intellectual
properties).
- The table below illustrates each of the 4 types of IP and what they might be used to protect
in a broader sense:
Patent:
- The right to exclude other people from making your product.
- You have to disclose how your product is made in detail.
- After your patents runs out, which can be anywhere between 15 to 20 years, the rest of the
world can make your product.
- Two types of patents:
1) Utility patent
2) Design patents
- However, it doesn’t give you the right to make everything: there might be something or a
part in your product that someone has a patent on.
Trademark:
- A symbol or word(s) representing a company
o For example, the brands: Coca Cola, Apple, etc.
- As long as you renew the trademark, you can keep using the name/trademark.
Summary lectures - 2019/2020
Week Lecture Content
1 0 Introduction of the course
Topic 0: Relevance of entrepreneurship and innovation for societal
impact of knowledge from science disciplines
1 Topic 1: Customer segments & value proposition
- What are customer segments and when to differentiate them?
- Different types of value propositions and implications for the
company
2 2 Theme college 1: societal entrepreneurship
- Definition of social entrepreneurship
- Difference between social entrepreneurship and CSR
- Balance between value creation and value capture
- Measuring effects of social entrepreneurship
3 Theme college 2: Sustainable entrepreneurship
- Implications of the Nagoya protocol from a company perspective
- Implications of the Nagoya protocol from a societal perspective
4 Topic 2: Channels & Customer relationships
- The function of channels and how to use them
- Definition of supply chain and implications for the company
- How to build and expand customer relationships
3 5 Topic 3: Key Resources / Activities / Partners
- Definition of value chains
- Types of partnerships
- Issues and solutions with partnerships
- Structuring your development plan
6 Theme college 3: Open Innovation
- Inside-out and outside in
- Advantages and disadvantages
4 7 Topic 4: Revenue stream & cost structure
- Types of revenue streams: advantages and disadvantages from a
company perspective
- Relation revenue/costs in industry: effect of pricing mechanisms
on R&D and innovation
, 8 Theme college 4: Intangibles
- Importance of intangible capital: difference book value and real
value
- Understanding different types of intangible capital
- Means to protect intangible capital
- Means to leverage intangible capital
5 9 Theme college 5: Valorization
- Dealing with public-private partnerships and TTOs
10 Theme college 5: Valorization
- Socially responsible licensing
- Push and pull factors
Business Model Generation
Also, part of the exam are the chapters of the “Business Model Generation” book:
- Chapter 1: Canvas
- Chapter 2: Patterns
- Chapter 3*
- Chapter 4*
- Chapter 5*
*) Chapter 3 – 5 form inspiration for the cases of the exam questions, but will not be
tested as such on the exam.
, Week Lecture Content (Guest) teacher
1 0 Introduction of the course Linda van de
Burgwal
Topic 0: Relevance of entrepreneurship and Eric Claassen
innovation for societal impact of knowledge from
science disciplines
Valley of death:
Biotech funding stages:
, Intellectual property (IP) strategies:
- To protect your idea so that someone else cannot steal your idea, you need to secure 1 or
more of the four different types of IP:
o Patent
o Trademark
o Trade secret
o Copyrights
- Multiple types of IP rights can be used to protect an invention
- Almost half of the value of the US and EU companies are intangible assets! (= the intellectual
properties).
- The table below illustrates each of the 4 types of IP and what they might be used to protect
in a broader sense:
Patent:
- The right to exclude other people from making your product.
- You have to disclose how your product is made in detail.
- After your patents runs out, which can be anywhere between 15 to 20 years, the rest of the
world can make your product.
- Two types of patents:
1) Utility patent
2) Design patents
- However, it doesn’t give you the right to make everything: there might be something or a
part in your product that someone has a patent on.
Trademark:
- A symbol or word(s) representing a company
o For example, the brands: Coca Cola, Apple, etc.
- As long as you renew the trademark, you can keep using the name/trademark.
