Which firms use trademarks? Firm-level evidence from Germany on the role of distance,product quality and innovation

ABSTRACT

Trademarking firms are more productive, generate higher profits, and have a better survival rate. Trademarking firms are in one word more successful, which might motivate non-trademarking firms to adopt a trademark strategy. But this does not seem to be the case. The proportion of trademarking firms in the German business sector amounts to just 18%. This figure is quite low, given that nearly each firm has reputation to protect. But why does the vast majority of firms not have registered trademarks? Using a representative sample of German firms, the present paper links certain firm characteristics to a firm’s propensity to register trademarks. The empirical results point to circumstances under which trademarks are significantly more often used: this is the case where a large distance between a firm and its customers exists, a firm’s product quality is difficult to assess, a firm’s products are characterised by a limited (but not strong) substitutability, and where a firm is engaged in R&D and introduces innovative products. Trademarks are considerably less frequently used if none of this is the case.     

Composite value index of trademark indicators: A market value analysis using Tobin's Q

This paper provides novel empirical evidence on the market valuation of a firm's intangible assets for U.S. firms during the period 1991–2015, exploring the relationship between Tobin's q, R&D, advertising, utility patents, international patent applications, design patents, trademarks, and value weighted IP measures. The Tobin's q is found to be positively and significantly associated with the proposed composite value index of trademark indicators above and beyond the other measures of intangible assets. The paper articulates some managerial implications on how firms could benefit from investing in trademarking and enlarge market value through the combination of multiple IP strategies.     

Firm market valuation and intellectual property assets

ABSTRACT

This paper investigates the relationship between the innovative activity of the top corporate R&D investors worldwide and their market valuation. The analysis exploits a sample of more than 1,250 publicly listed Multinational Corporations (MNCs) and their intellectual property rights (IPR) – patents and trademarks – filed between 2005 and 2012. The study contributes to the literature on the IPR-market value link by examining the premium resulting from the interactive use of different IPR. Moreover, the empirical setting allows differentiating the effects of an increase in market value derived from additional IPR (within-effects) with respect to the premium received for holding more IPR than the competitors (between-effects). The findings suggest that investors value the simultaneous use of the two IPRs and form their expectations by benchmarking firms. Finally, significant industrial specificities are observed in the individual effects of patents, trademarks and their interactions on the market value of firms.     

IP lifecycle management using blockchain and machine learning: Application to 3D printing datafiles

This paper describes a process in which Artificial Intelligence (AI) and blockchain are complementarily exploited for the lifecycle management of IP rights. A given party interacts with a blockchain to notarize IP assets and uses a machine learning pipeline to compare such assets to other assets from competitors. Analytics and statistics are additionally used to achieve meaningful comparisons and draw conclusions in terms of IP right infringement or validity. Application is made to 3D printing datafiles (Lego-like bricks). In general, such datafiles may potentially be subject to various IP rights, including copyright, trademarks, design patents, utility patents, and prior use rights. As such, they offer use cases of potential interest to many IP practitioners.     

Trademark or patent? The effects of market concentration,customer type and venture capital financing on start-ups’ initial IP applications

We analyse the initial IP applications of 4,703 start-ups in the U.S., distinguishing between trademark and patent applications. Our empirical results show that start-ups are more likely to file for trademarks instead of patents when entering markets with a higher market concentration. Furthermore, we find that start-ups that are primarily active in business-to-consumer markets instead of business-to-business markets are more likely to file trademarks. Finally, the involvement of a venture capitalist (VC) affects the initial IP application. VC-backed start-ups are more likely than other start-ups to file initial IP in the form of trademarks rather than patents. This paper contributes to research on the use of IP rights in start-ups and to the literature on new venture strategy.     

Responsible intellectual property strategy for sustainability transition - An exploratory study

In this paper, we propose a responsible intellectual property (IP) strategy (R-IPS) framework based on five exploratory case studies of sustainable companies in energy, nutrition, consumer electronics, manufacturing and water treatment sectors. These companies responsibly use IP assets to create positive social and environmental impact (or reduce negative impact), and unlock new opportunities for financial (economic) gains. The extent to which firms today use IP rights such as patents and trademarks, and IP more broadly (including informal intellectual assets such as data and trade secrets, and contracts) as a strategic tool to facilitate sustainability remains to be understood better. More specifically, we need understanding of how companies could, or even should manage and use their IP more responsibly in these changing times during which transitions towards sustainable development are so thoroughly and urgently needed. The proposed framework defined using five dimensions namey deliberation/intention, sustainability IP alignment, flexibility and timing, inclusiveness, and co-creation can support managerial decision-making in formulating or re-designing IP strategies to increase organization's social and environmental impact, maximising their contributions (e.g. accelerating transitions) towards building sustainable economies.     

Knowledge-intensive sectors and the role of collective performance-related pay

ABSTRACT

The main contribution of this study is showing that the efficiency effects of collective performance-related pay (CPRP) are more pronounced in knowledge-intensive service sectors (KISs) than in other sectors. The hypothesis is that human resource practices such as CPRP are particularly useful for enhancing firm performance when innovation-supporting knowledge is distributed among multiple skill sets and employee creativity, knowledge creation and knowledge sharing are key success factors for the firm. Cross-sectional estimates obtained for a national sample of approximately 3,800 Italian firms confirm this prediction. These results are validated by adopting a treatment effect approach to solve the self-selection problem.     

The impact of STEM on the growth of wealth at varying scales,ranging from individuals to firms and countries: The performance of STEM firms during the pandemic across different markets

Researchers have not yet reached consensus on whether there is a difference in performance between STEM and non-STEM firms across different financial markets during economic expansion and through economic downturns, such as pandemics and recessions. It is unclear as to whether STEM or non-STEM firms, but also graduates with STEM or non-STEM education contribute more, less, or equally to economic inequality. By analysing total wealth at varying scales, ranging from individuals, to firms, to entire countries, we demonstrate that the Zipf exponent, serving as a proxy for wealth inequality, persistently ramps up as the scale of a system increases. At an individual level, analysing the Zipf plots separately for the world's richest individuals with STEM and non-STEM graduation degree, we begin by demonstrating that STEM education contributes more to inequality than non-STEM. At a firm level, in contrast to the DAX and CAC40 indexes, for firms comprising the S&P 500 index, the average growth rate of STEM constituents has been significantly higher than those calculated for non-STEM constituents during the most recent economic expansion and the coronavirus pandemic. This insight is particularly useful for the financial sector. Secondly, we demonstrate a functional dependence between a country's number of patents and its STEM graduates. Finally, motivated by the fact that the U.S. heavily surpasses the E.U. in terms of Venture Capital, we model wealth inequality at different scales of the economy.     

Launch of a product and patents: evidence from the US cardiovascular pharmaceutical sector

ABSTRACT

Recent literature on the role of patents in shaping competition between incumbents and new entrants shows mixed evidence, as patents can discourage entry into markets but may also encourage potential entrants by increasing profitability from research and development. The increasing use of patents as strategic weapons motivates this investigation of the impact of innovation on competition. In a case study of US pharmaceutical cardiovascular submarkets over the period 1988–1998, we use a panel probit model to study the impact of a firm’s patents and rivals’ patents in the firm’s decision to launch new products. Our results show that the number of a firm’s lagged patents encourages the firm’s entry with new products, while rivals’ initial stock of patents discourages entry, but more recent patents promote entry by opening new technological opportunities.     

How does firm size affect technology licensing? Empirical evidence from China

Technology licensing is viewed as the key factor for activating the sleeping patents. This study re-examines the relationship between the firm size and its technology licensing activity. The empirical results show that there is a U-shaped relationship between the firm size and technology licensing. However, this U-shaped relationship appears only in the markets with high competition, which confirms a moderate role of the technology competition in the relationship between the firm size and technology licensing. Chinese firms lag behind developed countries in terms of the licensing strategies. e.g., Chinese firms have fewer patents that are cross licensed. China’s export-oriented firms show relatively more positive licensing propensity, where large, small and medium sized firms do not show essentially different willingness to license out their patents compared with non export-oriented firms. China’s state owned firms are less likely to license out their patents compared with that of private firms. Policy implications are presented at the end of this study.     

Trademarks and the patent premium value: Evidence from medical and cosmetic products

The determinants of the premium value of patents for medical and cosmetic products are analyzed with respect to a complementary IP strategy such as trademarks. I discuss a novel method and database to gauge combinations of patent and trademark pairs regarding the same innovative project. The premium value is computed through a model of renewal decisions for the patent cohorts 1985–1990 that have been designated in the U.K. and Germany. After taking into the account several firm characteristics and patent indicators typically used in the literature, I find ample evidences that patent and trademark pairs are featured by higher valuations.     

Economic crisis and firm exit: do intangibles matter?

ABSTRACT

The financial crisis has caused many business closures, especially in the periphery of the European Monetary Union. In this paper, we use original firm-level Italian data to explore the role of intangibles in limiting firm exit during the crisis. While intangibles strengthen firms’ resilience, i.e. the ability to cope with unexpected shocks, they also entail sunk costs, which expose firms to greater financial risk. In the longer term, when access to external finance is critical for survival, we expect intangibles to play a positive role only if combined with a solid financial structure. Our results support these hypotheses: intangibles directly reduce the probability of firm exit during the initial phase of the crisis (before 2010). At later stages, the beneficial effect of intangible assets is conditional on the firm exhibiting a solid pre-crisis financial status. Managerial and policy implications are discussed.     

Contracting for technology transfer: patent licensing and know-how in Brazil

Using contract-level data, we study the relation between the inclusion of know-how in cross-border patent licensing agreements and the contractual terms used by firms to deal with moral hazard risks. We use official data on international technology contracts with patent licensing terms registered by affiliated and unaffiliated parties before the Department of Technology Transfer of the National Institute of Intellectual Property (INPI) in Brazil between 1996 and 2012. We find that contracts between unaffiliated parties involving know-how transfer show distinctive contractual and technology features compared to the rest: (i) they involve younger but lower quality technologies (compared to contracts without know-how); (ii) they are more prone to up front lump-sum payments than royalty or combined payments (royalty and fixed); and (iii) they are more likely to be accompanied by the licensing of other IPRs, in addition to patents, such as trademarks.     

How Firm Performance Affects Internationalization

• Only a few studies have investigated whether a firm’s performance has an effect on its internationalization. These studies, focusing on actual firm performance, have suggested a resource-based argument and generally found non-significant results.
• In this paper, we argue that relative firm performance is critical in determining a firm’s internationalization because it influences a firm’s attitude toward risk-taking. We apply prospect theory to predict this relationship.
• Using time-series, cross-sectional analysis of 701 Japanese firms from 1993 to 1998, we uncovered an inverted-U shaped relationship between a firm’s relative performance and its degree of internationalization using its historical performance target. As compared to the industry target, relative performance showed a positive impact on a firm’s internationalization.

     

How high-tech entrepreneurial ventures cope with the global crisis: changes in product innovation and internationalization strategies

The global crisis that began in the second half of 2008 abruptly changed the business context, inducing firms to react by modifying their strategies. This paper examines changes in innovation and internationalization strategies that high-tech entrepreneurial ventures implemented to react to the crisis. Relying on insights from the behavioural theory of the firm and threat-rigidity theory, we explore the antecedents of firms’ investments in development of new products and in expansion in international markets and the consequences of these changes on firms’ growth performance. Econometric results from a sample of 140 Italian high-tech entrepreneurial ventures support the view that the stock of resources accumulated by larger firms, firms’ innovation and internationalization investments in the pre-crisis period and firms’ cash flow determine the extent of the two changes. The effects of these changes on firms’ short-term growth performance are positive only for investments in development of new products.     

Innovation dimensions and firm performance synergy in the emerging market: A perspective from Dynamic Capability Theory & Signaling Theory

ContextIn this rapidly changing business environment, innovation is the key requirement to gain a sustained advantage over competitors. Innovation helps firms grow more quickly than others grow, survive in the harsh & highly competitive business environment, and eventually become a market leader.PurposeIndia is an emerging market, and many companies are entering here and making it highly competitive. The limited study is available to measure the effect of innovation in Indian Business. Thus, the study establishes a relationship between innovation and firm performance in the Indian setting.Design/methodology/approachThis is a perception-based study and used established subjective scales to measure innovation and firm performance. I validated the scale using the measurement model in AMOS. The survey used to collect around 250 cross-sectional data from middle & higher management executives of Indian firms. Structural equation modeling in AMOS was used to test the hypothesis.FindingsThe results showed that product and marketing innovation has a significant and positive impact on the dimensions of firm performance. In contrast, Process innovation showed an indirect effect mediated through marketing innovation. These outcomes will be beneficial for the industries for taking proactive measures.Originality/valueThe examination of mediation relationships between Marketing innovation and Product & Process innovation is limited. Novelty also lies in analyzing the impact of multiple innovation types on multiple dimensions of firm performance in Indian firms to verify dynamic capability and mediating effect of marketing innovation in Indian demography to validate the signaling theory perspective. Rigor in research methods like Scale and sampling method verification test, i.e., CMB. Heteroscedasticity and Endogeneity test for applicability of OLS and verifying exogenous variables.     

Exploring the relationship between types of family involvement and collaborative innovation in design-intensive firms: insights from two leading players in the furniture industry

ABSTRACT

Innovation in family firms has attracted considerable interest from scholars and practitioners in recent years. However, further theoretical and empirical research is needed to illuminate the intricate relationship between family involvement and innovation. This article studies the effect of different types of family involvement on the management of collaborative innovation. Based on empirical evidence from two leading Italian design-intensive firms in the furniture industry (B&B Italia and Cassina), this study illuminates how family involvement in control and management influences the way design-intensive firms collaborate with external designers to innovate their products. We use two indicators, design renewal and design identity, to capture differences in collaboration approaches through which design-intensive family firms involve external designers. Thus, our findings contribute to understanding how collaborative innovation is managed in family firms. This article also provides family firm owners and managers with insights on the forces that influence the collaborative innovation processes in design-intensive firms.     

Determinants of internal and external R&D offshoring: evidence from Spanish firms

This paper analyses the determinants of R&D offshoring of Spanish firms using information from the Panel of Technological Innovation. We find that being an exporter, international technological cooperation, continuous R&D engagement, applying for patents, being a foreign subsidiary, and firm size are factors that positively affect the decision to offshore R&D. In addition, we find that a lack of financing is an obstacle relatively more important for independent firms than for firms that belong to business groups. For these latter, we also obtain that the factors that influence the decision to offshore R&D differ depending on whether the firm purchases the R&D services within the group or through the market: a higher degree of importance assigned to internal sources of information for innovation as compared to market sources increases (decreases) the probability of R&D offshoring only through the group (market).     

Developing environmental and social performance: the role of suppliers’ sustainability and buyer–supplier trust

We explore how environmental and social performance of manufacturing firms can be improved as sustainable supply chain management (SSCM) develops and evolves within a firm from internal to external practices. Importantly, this study considers how key suppliers’ sustainability performance and buyer–supplier trust mediate and moderate such a development. A conceptual framework is developed which relies on resource-based theories and emerging empirical evidence. Then, partial least square methodology is applied on survey data from a sample of Italian manufacturing firms. Results show that manufacturing firms’ sustainability performance improves as SSCM develops; however, while internal practices have a direct impact on performance, the effect of external practices on a manufacturing firm’s sustainability performance is fully mediated by key suppliers’ sustainability performance. Yet, buyer–supplier trust significantly influences the scope of such gains. Since evidence suggests that manufacturing firms are still struggling with how to leverage supply chain innovation potential for sustainable development, this study provides a timely and valuable contribution.     

Internationalization Speed and Firm Performance: A Study of the Market-Seeking Expansion of Retail MNEs

Existing research is divided on whether firms that rapidly expand their overseas operations perform better than firms that internationalize slowly. Drawing on Penrose’s theory of the growth of the firm, we argue that the positive effects of rapid internationalization give way to negative effects with increasing internationalization speed, leading to an inverted U-shaped association between internationalization speed and firm performance. We analyze the market-seeking expansion of 110 retailers over a 10-year period (2003–2012) and find support for a curvilinear relationship between internationalization speed and firm performance that is moderated by the geographic scope of firms’ internationalization path and firms’ international experience. Our study contributes to resolving conflicting views on the link between internationalization speed and firm performance.