On the Market: Using Trademarks to Reveal Organizational Assets, Strategies and Capabilities
36 Pages Posted: 17 Oct 2018 Last revised: 11 Aug 2021
Date Written: March 1, 2019
IMPORTANT: an updated version of this paper has been published as:
Castaldi, C. (2020). All the great things you can do with trademark data: Taking stock and looking ahead. Strategic Organization, 18(3), 472-484.
Firms increasingly rely upon trademarks, but research exploiting trademark data is still rather limited and scattered across research domains. Yet, there is an emerging understanding that trademark data can be used to capture several elements of how, when and to what extent firms bring (new) products and services to the market. This paper integrates existing firm-level empirical studies that use trademarks to operationalize organizational constructs. The review reveals that researchers have used trademark-based indicators to operationalize three distinct sets of organizational constructs: assets, market strategies and capabilities. These both complement and substitute organizational constructs often captured by patents. The paper sketches several avenues for further conceptual research and key data opportunities and challenges.
Keywords: trademarks, patents, assets, brand, innovation, capabilities, strategies, review
JEL Classification: O31, O32, O34, M31, M10
Suggested Citation: Suggested Citation