Innovate or Perish: Managing the Enduring Technology Company in the Global Market

The SBC Communications Story

SBC Communications, much like other Fortune 500 firms, responded to this increased emphasis on intangible value and created a separate unit for IP management. This unit, SBC Knowledge Ventures, is charged with managing and commercializing SBC’s IP portfolio—software, trademarks, patents, and other know-how. In executing on these objectives, SBC Knowledge Ventures has had to develop broad IP programs for the corporation, and establish processes for mining and management of IP assets and approaches for internal teaming in commercialization activities. Furthermore, this has driven SBC Knowledge Ventures to adopt a specific structural design and functional roles within the organization and, further, to staff these roles with specific skill sets and capabilities to deliver operational and financial results for the corporation. At the same time, the very nature of IP assets and their commercialization requires a “nimble” process for decision making and execution to be successful.

First and foremost, implementing any of these strategies requires certain tactical elements, beginning with organizational design or approach. An effective organizational model aligns with the business strategy and objectives to ensure that resources are efficiently deployed to meet defined business objectives. This alignment is a crucial step in launching and operating an IP business activity within a large firm and ensuring that the entity is equipped to deliver the desired results. ...