Do trademarks diminish the substitutability of products in innovative knowledge-intensive services?

Crass, Dirk ; Schwiebacher, Franz

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URN: urn:nbn:de:bsz:180-madoc-346476
Document Type: Working paper
Year of publication: 2013
The title of a journal, publication series: ZEW Discussion Papers
Volume: 13-061
Place of publication: Mannheim
Publication language: English
Institution: Sonstige Einrichtungen > ZEW - Leibniz-Zentrum für Europäische Wirtschaftsforschung
MADOC publication series: Veröffentlichungen des ZEW (Leibniz-Zentrum für Europäische Wirtschaftsforschung) > ZEW Discussion Papers
Subject: 330 Economics
Classification: JEL: O32 , O34,
Keywords (English): Trademarks , product differentiation , innovation , services
Abstract: Trademarks are often supposed to reduce substitutability and imitability of product innovations. Using data of the German innovation survey, we provide empirical evidence that trademarking firms in manufacturing and services assess easy product substitutability as less characteristic for their competitive environment. This is particularly the case for service firms which are knowledge-intensive, product innovators and which consider trademark protection as important. This suggests that trademarks are an important complementary asset for commercializing innovations in knowledge-intensive services.

Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.

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