On the Market: Using Trademarks to Reveal Organizational Assets, Strategies and Capabilities

https://journals.sagepub.com/doi/full/10.1177/1476127019847835

36 Pages Posted: 17 Oct 2018 Last revised: 11 Aug 2021

See all articles by Carolina Castaldi

Carolina Castaldi

Eindhoven University of Technology (TUE) - Eindhoven Center for Innovation Studies (ECIS)

Date Written: March 1, 2019

Abstract

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

Castaldi, Carolina, On the Market: Using Trademarks to Reveal Organizational Assets, Strategies and Capabilities (March 1, 2019). https://journals.sagepub.com/doi/full/10.1177/1476127019847835, Available at SSRN: https://ssrn.com/abstract=3255864 or http://dx.doi.org/10.2139/ssrn.3255864

Carolina Castaldi (Contact Author)

Eindhoven University of Technology (TUE) - Eindhoven Center for Innovation Studies (ECIS) ( email )

NL-5600 MB Eindhoven
Netherlands

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