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Edison in the Boardroom Revisited: How Leading Companies Realize Value from Their Intellectual Property, Second Edition by Patrick H. Sullivan, Suzanne S. Harrison

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Out-Licensing Technology

P&G beverage leaders knew they were sitting on something important. CCM proved in clinical testing to reduce the risk of osteoporosis and fracture among postmenopausal women. The company had formulation expertise, an IP and patent position, and a very strong roster of clinical test results that would support claims that outside parties could make under license. Plus, it was ready to go—it could be easily incorporated into other formulations or products. And, consumers liked it because it did not have the white, chalky appearance and taste negatives of some other forms of calcium on the market in orange juice products at the time.

And so, CCM became Global Licensing’s first licensing project. The team ultimately partnered with Tropicana, which successfully commercialized CCM, leveraging the technology and the claims from P&G’s clinical trials. When Tropicana was acquired by PepsiCo, the calcium story became integral to their efforts in juice as well.

But there is a part of the CCM story that doesn’t relate at all to monetization; it relates to P&G’s mission, which is “to touch and improve the lives of consumers around the world.”

“For us, leaving on a shelf a technology that could potentially help improve the diets—and health—of millions of people, went against our core. It was something none of us was comfortable with,” Weedman said.

By partnering with Tropicana, P&G was able to extract additional value and return for the company’s shareholders and improve ...

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