3M ESPE AG
ESPE, the market leader, is a medium-sized German manufacturer of precision dental impression materials competing in a shrinking market. To grow the business, ESPE invests substantial resources in innovating impression materials and associated distribution mechanisms. Squeezed by the shrinking market, the competition is increasingly using the proprietary channels (dispensing mechanisms) and brand equity (trademark) of ESPE to maintain their market share. There is a potential infringement. The case explores how ESPE is organized to execute on the options imbedded in their IP rights.
James Gerard Conley, Susan Deutsch, James Fields, Richard Wong
Conley, Gerard James, Susan Deutsch, James Fields, and Richard Wong. 3M ESPE AG. Case 5-406-753 (KEL288).