Title page for etd-0120115-141420
URN etd-0120115-141420 Author Richard Giovanni Oentoro (溫忠儀) Author's Email Address richard_g_oentoro@hotmail.com Statistics This thesis had been viewed 17 times. Download 0 times. Department Department of Industrial Management Year 2014 Semester 1 Degree Master Type of Document Master's Thesis Language English Title Patents Valuation and Coopetition Strategy
Implementation in High-Technology Industry based on Analytic Hierarchy
Process and System Dynamic FrameworkTitle (Chinese) 高科技產業專利鑑價與競合策略-層級分析法及系統動態建模 Date of Defense 2014-12-05 Page Count 109 Keyword Game theory AHP Patent valuation System dynamics Intangible assets Keyword (Chinese) 賽局理論 AHP 系統動態 專利價值 有形資產 Abstract This study
using two approaches in order to help the high technology industry faces
the complex competition and market uncertainties. The first one by
using the combination of AHP (Analytic Hierarchy Process) and System
Dynamics (SD) to calculate the patent value that used in the high-tech
Industry. And the second one was through examine the need of
coopetition, one condition where the firms can cooperate and compete at
the same time. Obtaining the right value of the patent can help the
company in spending their R&D budget wisely and having better
competitive advantage in the future. Through these two approaches, the
profit that was expected to be earned by the company can be boosted.
Three patents were considered to be applied in the product
13.3”Notebook–DW30 by W corporation, one of the biggest ODM company in
Taiwan. There are Magnetic Mechanism, Special Charging Function, and
Concealable Connector. The model of the corporation consists of five sub
model, demand order sub-model, project management sub-model, production
control sub-model, research and development department sub-model, and
financial planning sub-model. The second patent, Special Charging
function with cumulative index of 24.86 shows the highest profit in this
simulation, followed by the first patent, magnetic mechanism (24.11)
and the third patent, concealable connector (18.74). And in terms of
coopetition with the other firm, there was around 29,001,200 NTD of
additional profit for BU A, and around 31,225,175 NTD for BU B if they
choose to collaborate each other and sharing their technology. The
result of this study could provide a scientific basis for the company
management to make well founded management decisions as well as buying
the right patent for the company.Abstract (Chinese) 本研究使用兩種方法幫助面臨高度
複雜競爭與市場不確定性之高科技產業，其一結合AHP(層級分析法)及SD(系統動態)來計算使用於高科技產業中的專利價值；其二透過檢驗競合策略的必要
性，判斷何種狀況下將促使企業同時採取競爭與合作。藉由獲知正確的專利價值將有助於公司在研發方案作出明智選擇，同時在未來保有競爭優勢，透過這兩種方
法，公司的利潤提升將是可預期的。。有三項專利正被W企業，台灣最大ODM之一的公司，考量應用於產品13.3”Notebook-DW30上.
分別為:
磁性機制，特殊的充電機能，以及隱藏式的連接器。此公司的模型包含五個子模型，分別是訂購需求、專案管理、生產控制、研究及發展部門，與財務規劃。結果顯
示，第二項專利之特殊充電機能，以最高的累積指數(24.86)，在本研究的模擬當中，展現出最佳的結果。接著是第一項專利的磁性機制(24.11)，及
第三項專利的隱藏連接器(18.74)。就與其他公司的競合策略而言，若能夠彼此合作並共享技術，事業單位A將可額外獲得29,001,200新台幣利
潤、事業單位B可額外獲得31,225,175新台幣利潤。本研究結果可提供科學數據給公司管理階層，使其能做出具良好依據的管理決策，並能夠為公司購買
正確的專利。Table of Contents TABLE OF CONTENTS
Abstract i
摘要 ii
Acknowledgement iii
list of tables viii
List of Figures x
1. Introduction 1
1.1 Research Background 1
1.2 Research Objectives 3
1.3 Problem Definition 4
1.4 Research Process 5
1.5 Research Framework 6
2. Literature review 7
2.1 Patent Valuation 7
2.1.1 Discounted Cash Flow 8
2.1.2 Continuous time – Black Scholes (B-S) Option Pricing Models 9
2.2 AHP 10
2.3 Game theory and Coopetition Strategy 12
2.4 System Dynamics 13
2.5 Company Case Profile 16
3. Valuing Patent criteria and System Dynamic Implementation 19
3.1 Calculation of the Patent Index 21
3.2 AHP (Analytic Hierarchy Process) 22
3.3 System Dynamics 27
3.3.1 Causal Loop of the System 27
3.3.2 Process flow design and mathematical model 27
3.3.3 Demand Order 33
3.3.4 Project Management 34
3.3.5 Production control 35
3.3.6 Research and Development 36
3.3.7 Financial planning department 37
3.3.8 Verification and Validation 38
3.3.8 Model Verification 38
3.3.9 Model Validation 39
3.4 Individual Firm Simulation 41
3.5 Scenario Development 43
3.5.1. Patent Implementation Scenario 44
3.5.2 Expert Preferences Scenario 47
3.6 Taguchi Robust Design 52
4. Modelling of two business unit 56
4.1 BU A and BU B Base Model 56
4.2 Technology Valuation Modelling 57
4.2.1. Technology Classification 58
4.2.2. Simulation of Technology Valuation 58
4.3 Firm cooperation strategy - business process model 65
4.4 Relationship between two firms 67
4.5 BU technology exchange 72
4.6 Coopetition strategy profit analysis 75
4.7 Taguchi Robust Design for 2 BU 77
5. Conclusion 81
REFERENCES 83
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