LICENSING IN A CHANGING WORLD

What will the future bring? What impact will different scenarios for the future have on the development of technology, IPR and licensing. Are geo-political, social and economic trends of particular relevance to the profession of licensing? Does the profession have an opportunity, or indeed a responsibility, to try and influence the way in which our global society is moving?

This is what we mean by Licensing in a Changing World.

We shall therefore visit three scenarios, the "Dream Society", "Risk Society" and "Knowledge Society". What will be the impact on IPR and licensing and how may companies position themselves in order to succeed in different scenarios?

THE DREAM SOCIETY
Our emotions and values have become controlling factors for our choices and our behaviour. It is the values and the story associated with a product or a service which take on a significance. Is it possible to license the good story or the associations of values linked to the product? Can stories and values be transferred via licensing agreements? How can licensors make sure that the licensee delivers a product or a service that is in line with the "true" story?

THE RISK SOCIETY
Global risks are triggered by the conscious acts of people or natural catastrophes. Customers prefer products and services which are traditional and safe. Trademarks must be ’trustmarks’ in the quest for what is credible and safe.

THE KNOWLEDGE SOCIETY
The knowledge society bears a close resemblance to society today. Yet, what are the greatest challenges in a society where knowledge is the most important resource and where learning and exchange of information are the most important processes. Will the winners be those who manage to protect critical knowledge, or will it be those who succeed in being part of the global network for the sharing of information?

In order to understand and differentiate each of these scenarios, we look at the topics of Innovation, Values and Politics.

INNOVATION
How may IPR be used as an instrument for innovation in society? How may we create environments for competence and creativity, adding new value and prosperity. What new market opportunities

are available to IPR in a new world, what services and products are growing, and where lies the greatest potential for commercialisation in the future?

VALUES
How may IPR bring the technologies of progress to those who have little? The lives and the health of millions are in the hands of licensed medicines. How can licensing of IPR encourage creativity and prosperity and add value to communities in developing countries? How do lifestyle brands become the bearers of certain cultural values? Is it possible to build a global ‘trust marks’ across different cultures?

POLITICS
What is the role played by national authorities and international agencies in order to ensure good use of IPR and licenses? How may politics concerning IPR support the desire to resolve global issues and meet the needs and objectives of people in different countries? What are the political guidelines and the national and international regulatory frameworks for licensing in a changing world?

The future will not be like just one of the scenarios. The Dream Society, Risk Society and Knowledge Society are stereotypes. The future will have elements of all, and the emphasis on one or the other may change over time. The important issue, and the aim for our conference, is for licensing professionals to be able to analyze and understand how the world is changing and to take the consequences for their organizations and professional interest.

We will not be able to resolve all these questions, problems and challenges during the Oslo 2003 conference. But we hope that we throught the lectures, descussions, and your own reflective thinking will provide the participants a better understanding of the new global reality.