Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/225214
Authors: 
Crass, Dirk
Year of Publication: 
2020
Citation: 
[Journal:] Industry and Innovation [ISSN:] 1469-8390 [Volume:] 27 [Issue:] 7 [Pages:] 730-755
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.
Subjects: 
Intellectual Property Rights
trademarks
reputation
innovation
JEL: 
C25
D21
L14
O34
Persistent Identifier of the first edition: 
Creative Commons License: 
http://creativecommons.org/licenses/by/4.0/
Document Type: 
Article
Document Version: 
Published Version

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