"Globalisation means traditional monopolies no longer apply."

"Globalisation has changed everything for business, in Australia and elsewhere. Traditional monopolies and business models no longer apply, so organisations need to innovate and create IP that is born global."

Robert Wulff calls it the margin-driven environment. "What we’re seeing is a technology-driven commoditisation of so many industries. In this environment, organisations must innovate or perish. This is often culturally difficult for large organisations, but they’re being dragged there kicking and screaming by the globalisation of manufacturing and the infiltration of technology."

Robert works with and develops IP strategies for a wide variety of organisations focused on chemical, process and mechanical engineering and the applied chemistry fields, particularly the building and resources industries, clean and efficient energy technologies, steel, water and waste treatment, packaging and closure systems and agricultural technologies.

"In this tighter margin environment a business needs to understand where the value is in the IP it’s creating, and needs to capture as much of that value as it can. There’s much that can make this more effective, like intelligent use of IP valuation, R&D tax credits, government grants, government support programs and investor networks. It’s important for business to decide where to allocate scarce resources for maximum results."

Sustainable competitive advantage, he says, comes from owning, managing and controlling the global transfer of your innovation and IP. "The challenge is international. Factories in China, Vietnam and India can knock up an imitation overnight. Rarely is there any local manufacturing advantage. IP defense and litigation play out internationally, too. Just look at the recent Apple/Samsung battle that played out across multiple jurisdictions."


  • Master of Science equiv. (Chemical Engineering) – Royal Institute of Technology, Stockholm
  • Bachelor of Science (Chemistry) – University of Sydney
  • Bachelor of Chemical Engineering – University of Sydney
  • Registered Patent Attorney (Australia and New Zealand)


  • 2021

    The Legal 500 Asia Pacific

    Key Professional

  • 2014


    Asia Law Guide