:HAFTII 9
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`Commercial Success:
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`Ecenemic Principles Applied
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`-.J :5 5 E DAVI I:
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`HERA Etenem-lc {admiring
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`MARI c: H E. ETEWA er
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`HERA Emnemfc Consulting
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`A ].1-.'ll'l:'!-' .n:euseii ui' infringing :I ['utent nu}- esmteusl llut the asserted petent is invalid
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`ht‘t‘.‘nl si- ur' ulwimlsnessfl'u help ee.ilu.|re tlm issue. emlrrs inns emisitier wli eIl'Is‘I‘ The patented
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`ill'u'l'lllll1lt is l "L'srlJIIJietL'iHl sues. L's-s." Ih'lt'l'iuininp whether Hit
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`i]|"-"|'.'[tl.l1.2|]l hes. 111 has nut-
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`been .1 cnuiniercill success. is primarily an ecnnnuue eite r-cise1 .1I1el eccnncrniisrs increlsingljr
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`rissist cenirts iu eefluntmg this issue. Line law 1Itl.l1s.'.1ll."s thst csiilrts have traiiitmnrilly
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`{I} lflli'l'l‘oLL‘Ll. .it such t'JetIurs .is inc teasing revenues. gain in I11.irls.e|: slure. .unl puhlic .ieelaini
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`in :m Jnrempt n1 tiete'rm'me whether :I pmiiile'r he. Iieen il enmnien‘ is] seen-Jess .irni i1} cen-
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`sitiereil ulneilier Illie p.neu|. iiultier im- esish-iislieil :i “nexus" hem-een the einiinetl insen-
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`timi JI'lsl. the pru-eluet's cellulite-test] success. In this chapter we eliseuss. these tests and
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`cunsitler them slungsiile .inutlier tesl suggested hp eciinimue principles. namely, wh ether
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`the patented iII'eeIItiurt ltal- e.I:rJJeLl ur shut he expected is: El!“ .I pusitis'e net return uu
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`111'-'I.'l[|:."l.l esriul .il'ler .LIJIIULllilllIIF Fur .Lll the relevant events u'slueintesl 'e-‘ith |J.|.'."|-"|.'.'lUFI1IIg uud
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`emnmerculinng II1e pnuillct m1 ll1fll'5-‘i'l‘ the c'umlnercu] success stiiuiliini II] the eu-rites'l
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`nf Isle-u. recent e.ises in which we Applied these principles.
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`lurnnnuerIe-M
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`A. part]; accuse-ti nut' inti'inging .1 patent 111.11.r cnntenti tl'tlt the Jssertetl parent Is Im'nlid
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`hecnuse ui' ulwitnlsness. Ttut cuntenliun nus: he rehuttml 111.:
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`JJL‘I'LI'IJIIHIIJ 15 ii l EULIJJJJL‘FL'IJll ELIE-L115 —-I.lI[II.' Lll 51'1r'lt‘T-i]
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`.q slimming that the patented
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`lfifl'fllilllltllf'f L'Ullfilth'E-llfl LlIIIIIE'i
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`lllilli. EUlIL'llI
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`Mylan EX. 1074
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`Mylan V. Sanofi - IPR2018-01676
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`| E 9
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`Mylan Ex.1074
`Mylan v. Sanofi - IPR2018-01676
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`

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`IEG IEHHGHIEI 9r I-ATI'HT HAHAHII
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`1:111:11. Ln l'nl' identifying thr: tlil'fi'rrrn't't l'i-EtM't'l1 tin:- p.|lt:1|tr.'ti itl'trt'ntitm and [he prim .1rl:.
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`ileit‘iJ U1. IJUIIuhViuuutt'ts—lhu
`Ti'lt-n: S-E'L'lJIJ-ILLT'EII' cuzluidt'rltiunt— hilfl'H-‘N .111 UIZIjl'El'i'h'E'
`i11t'lmlr tut'h FJL'II'Iffi .1-4 IL'i'le'iI'IH. lung lit-It 1111: nnmlvul rIt-t-LI. Failure tfnthuri,:u11.i Iit't*1|ti||y;.=
`[lttcrrniuing whrthtr .111 ilwrutiml has. 1.1!- 11.111 nut. tat-1:11 .1
`|.'|.J|'|lll11.'r|'.'i-ri.i- tutu-~11.
`i1 ]'|r'i-
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`marihp m t'ctintmiil: cmmiWJmi 1:1:t1nnm11ittli increasingly “5th Euurtt Ln evaluating this
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`'i'fillr. Catt: law intiit'ntrt I'i'llt t'tmrtt I'm-In: trJtiitinnnlly lunkrd Fur Hut‘i] charactcrittit't :Lt
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`illct'cht-aillg n-Iu-t-uut-zt. gait: in 2411.ch in .1“ :ppmprmrly tlt-finnl ll'1.1t'ltl:|.. .md public fl-L'L'hith
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`111 m attempt tn tirtvnninv whvthrr .1 pmtiut't hath-1.11.1111 :1. mmnwruinl 1111mm. {Emlrts hut-u.-
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`111-111: t'ttlltitit-n'd wht'tiit'r thr- [utmtt htildt'r has rsrahiitiwd 11 "IIt*J:I.:t"11nL-t1.t'c1'tl thr L'laitnr-fl
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`h1w11tiu11 and the pmtiuctl runniiurcifl fill-L'L'L'SE
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`that is. whuthur IZI'IL' -L'I:'Il'I]J.'I!|-L'I'I_'ili
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`i'ilJnL'IL'L'lh.
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`if. tw'idmit. is Ililll.‘ ID l'i‘lt.‘ putt-nu-ti fi‘llul‘t‘.‘ :5 Ul'll‘lfllit'ti It: ItJtT'lIt' ulhln' EhflTlL‘IIl‘T'i'i-I'il" tJF the
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`].'|"|"|.!-|..:i'LII:.'iI ur tltmit'
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`tit" tt‘lling rli1p1t1yni I11; tht' II1.J.1::tIF.14.'II.1n*r.
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`I.”i.'|..3|:l1|.'|1'||il.‘ 1" urtptt'tiw. t'umtnt'ttid iLLt't'tzt-t t'uulti it: pHIh‘ipL‘ ht tlrt'iunl 1w .1
`lit-um .11:
`tin git t'rltIZ'T'iflTl: 1 7-”.th tht' tumult-d inrt'ntinn H111 :L I'm-tirin- nt't I'IE‘IIIII'I'I {Tit}: -Jt.‘ljl1itt.‘t‘l_:| m1
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`illtrt-ttL'LI L'JPiL-I] li—lET fli'L'fl'I-Ilfllililfl fiir 1]] ruh-vnnt t'l'l'flfi .I-imt'idltni 1tt'ilit liL'Ul‘IlllP-III“ .uitl rum—
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`1'1It'l‘L'IJiiIh'1g Eh": ruler“: .15 We“ .11 .mg: :Iitt'nuti'l-‘t‘s a‘n'uiiniilit' ttJ lhl: IL'III'EI'II h-IJItit'r'f PJ'IE'IIT‘!
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`«rati-it m rrtlttt't tltt' hLIITHH aml Filunrifl IJ1‘I't‘ri-tl1'lli‘l'lt Ilwti m tlwthw th‘w prt'rtILIt'ti.tu:r'-'v
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`iflfi. ur Futurists. This iLIWtIII1tI1tJuJ-wwcr. it llrllt‘FIL'iJ]. Frat-1 .1 it'lt'hll |1¢r5ptttlw.ul1ly if
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`:11 unthudimuut tJt' thl: iimtltitm :Lt such .I prim: .1! w
`EEJIIIUJHL‘T‘E are willing It: ptlrchnt'
`1'“in L'urllpt'nmtt' the i:11.-'t'I:I:t1-r [hr :1” rum incurred in hritigillg the pnititlt'l l1: rI1.I1‘I-'.1.-l.'1 Put
`simply. patt-uti .111" IItJ-l: "cult-ti tur 'pr-utn't inwnturs inn“ making pwr inwnmultt dutisium.
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`'Iilu.‘ rnurti' 111.: at tht: [rte-ritual}; l'I'lI'.‘!l1I'i.{le'lI:‘t.l fill-tn". is link nuttmrily in rnnflict with
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`tllit tit-finititm. .mtl |I1..1l'|]."— remap-t l111'3r'il —].'l-l!'t."|."'il‘.ll]'i. Lit‘L'iihiTlfl inland-L- by {Hurt-1 .1r: lilvtnrl}r
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`tu hut-'1: 1.1mm utttmiitt'nt with it. {iii-um IJZIIL‘ iimitatiuns m1 Jvnilahh: data. it is 1:11Lirt']].'
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`:rt:.1-
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`~itJ rmhh- [h.1l: an analysis uE' nitltliwrt'iai atL't‘t'I-I.‘ thuuitl L'IiJrlfiiIL‘il'l' .1IIti pint't' 1-'.i:la;r1:i.I':IL':I1I: wright
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`m: this trulilinmi Murmur-:1: such fl erTiv-it‘i' that 1.11" I't'wnur gttwth. 1 h'M't'wr. unlit-r rur—
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`Iilin t'irt'ulmtmt'ts. urriti tales gniwtll and gains in nurlttt slim: will 111.1: rutt'xadn'l'r I'tflwt
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`J pnifitnhll: l1fll‘lt‘rl'f'il'IH i111't‘IJI'ili'lTl. METFL‘lM'r. EJiElllfltinH tht' prupt'r Int-:Iturt- ni— PEEJ'FiI-
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`Jl'llihl'fr' can hit: a. cullipljunud “2.1.. mt! .tlluulti [1-1: rumlduiud in .m aiil'll'lfl‘li'idlt‘ mutt-ru—
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`1hr rmmplu- whtiw tn .1." .11'1-Pt‘up-t'iufi: ht-rlrhi'rmrit ur Jiiil'fi'lJTifllnrl'- Enlist-qurntly. it
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`is. mar
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`nrlinitm that murti dimllti inn}; I11tn1'1' nit'trh'
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`inn".l Tl'H.‘ tt'nnnmlt'
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`t'l1-1mt'lil'Ti'il'llli'1 11-1— thr:
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`pruduul bL'I—II'II'L' arriving M .| dcturmilmtinu L1i'1iit: t't11umu:n.'i..1l lillt‘t'tii'o: t1-I— th' lutcul.
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`In this L'I'.l:l].'||!1'."T We 1::11t-iidt'r whether the tests I_'t:|~1.iiI_"It:>J'11:L|l1].r “51:11] [11! Thu: :tJ-LIJ'I: .art'
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`-I'.'I:J'11!'iI!i-
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`‘[l..‘l'l[ whil IIH' t'ritt'ritrll '«illggt‘uuti hjr L'II'Uilli'l'rI1i.L' }'I-1‘i:11L'i].'I-]t'I-. We tilt-1| :Itaiyzt' tilt' t'tHIIJIIH‘t‘iHI
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`inn-1.1:. it.1u1ti:ml in tlw EUIIIL‘HI'. ul' MU n‘t't‘lll cam in which “I" app] mi lhtst' printiplt-a-
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`SUMMARY or THE CA5: Law
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`II1 {Imhum ILJ'trIIJI flt'rfl' Eu. HEIFHW]. tht' :tt'ItIiJm] t:.1i.1: itiuliljt'yinl: curlllticrc'ui sutict'trt .15 a
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`Tt'it'i-I'lm “nwurltiar'y' t'tJIIiitit'rJl'ItJn" II1 .1 tlt'lt'rltlinaliun UF run-I1: h'uiidily. llll.‘ 1.1-5- Sup-n11":-
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`iimlrt t'itni .1
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`i-'F1|'ITHH}'tEI—Ftflflfij'iflfflhl Law Hrw'rw artit‘lt that fiii'Lli-l‘ll m1 thr t'flll'i-IIIHL'T
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`111:: spa-Hila- Fnl' evaluating the {ninmctriai summit. aura patent- Th1: thich: tt.|t1:u.i I:I1.1t "|t]ht
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`Mylan EX. 1074
`
`Mylan V. Sanofi - IPR2018-01676
`
`Mylan Ex.1074
`Mylan v. Sanofi - IPR2018-01676
`
`