Gülfem Özmen , Jussi Heikkilä , Matti Karvonen , Ville Ojanen
{"title":"Digital marketing of standard essential patent licensing programs","authors":"Gülfem Özmen , Jussi Heikkilä , Matti Karvonen , Ville Ojanen","doi":"10.1016/j.wpi.2025.102385","DOIUrl":null,"url":null,"abstract":"<div><div>We present empirical evidence on the digital marketing choices of standard essential patent licensing programs on patent pool and licensor websites. We highlight the importance of dynamic learning in licensing negotiation events and strategic information revelation in the presence of asymmetric information. We document licensing schemes and licensed units adopted in patent licensing programs. We analyze the marketing strategies of licensing programs using applicable elements of the Marketing Mix framework. We observe significant variation in publicly available information across licensing programs. This suggests that licensors face trade-offs in deciding what information is revealed and anchored in pre-negotiations, as part of licensing program marketing, and during confidential licensing negotiations. Future studies could analyze how generative artificial intelligence (AI) systems may promote marketing and transparency of patent licensing programs.</div></div>","PeriodicalId":51794,"journal":{"name":"World Patent Information","volume":"82 ","pages":"Article 102385"},"PeriodicalIF":1.9000,"publicationDate":"2025-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"World Patent Information","FirstCategoryId":"1085","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0172219025000523","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
引用次数: 0
Abstract
We present empirical evidence on the digital marketing choices of standard essential patent licensing programs on patent pool and licensor websites. We highlight the importance of dynamic learning in licensing negotiation events and strategic information revelation in the presence of asymmetric information. We document licensing schemes and licensed units adopted in patent licensing programs. We analyze the marketing strategies of licensing programs using applicable elements of the Marketing Mix framework. We observe significant variation in publicly available information across licensing programs. This suggests that licensors face trade-offs in deciding what information is revealed and anchored in pre-negotiations, as part of licensing program marketing, and during confidential licensing negotiations. Future studies could analyze how generative artificial intelligence (AI) systems may promote marketing and transparency of patent licensing programs.
期刊介绍:
The aim of World Patent Information is to provide a worldwide forum for the exchange of information between people working professionally in the field of Industrial Property information and documentation and to promote the widest possible use of the associated literature. Regular features include: papers concerned with all aspects of Industrial Property information and documentation; new regulations pertinent to Industrial Property information and documentation; short reports on relevant meetings and conferences; bibliographies, together with book and literature reviews.