Intellectual property rights , trademarks , reputation , 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 seems not 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 has the vast majority
of firms no registered trademarks? Using a representative sample of German
firms, the present paper links certain firm characteristics to a firms' 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 characterized 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.
Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.
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