The Use of Trademarks in Empirical Research: Towards an Integrated Framework

This paper represents an early attempt to develop an integrated framework linking empirical studies that make use of trademark statistics. Despite its youth, this field of scholarly activity has already accumulated a critical mass of papers that allow us to draw first general conclusions about the trademark lifecycle and its impact on organisational functioning. Based on a systematic review of 64 articles with some elements of empirical trademark analysis, five broad research areas have been identified, namely: the determinants of trademark deposits; the relationship between trademarks and innovation processes; the role of trademarks in differentiating product offerings; the strategic use of trademarks; and the impact of trademarks on firm performance. Within each category, a more detailed aggregation of articles has also been proposed. Overall, the analysis has shown that the performance-based perspective currently dominates the research landscape, with studies on trademark deposits and the trademark-innovation link to follow. At the same time, there is still little known about micro-foundations of a company's trademarking behaviour; the use of trademarks and other intellectual property rights in a complementary way and its effect on value transference; as well as the performance implications of differentiation strategy. This paper considers these and other findings to outline directions for future research

Three essays on intellectual property and the managerial aspects of its protection and exploitation

This thesis presents three essays on intellectual property and the managerial aspect of its protection end exploitation. The first essay provides a systematic review of the empirical trademark literature with the goal to develop a framework that brings together different research streams. Despite its relative youth, this field of scholarly inquiry has already accumulated a critical mass of contributions that allow us to draw initial conclusions about the trademark lifecycle and its multifaceted impact on organisational functioning. Based on a systematic review of 64 academic papers containing some elements of empirical trademark analysis, five broad research areas have been identified, namely: the determinants of trademark deposits; the role of trademarks in differentiating product offerings; the relationship between trademarks and innovation activities; the strategic use of trademarks; and the impact of trademarks on firm performance. Overall, the analysis reveals that the performance-based perspective currently dominates the research landscape, with studies on trademark deposits and the trademark-innovation link to follow. At the same time, there is still relatively little known about the micro-foundations of a firm's trademarking behaviour; the complementary use of trademarks and other intellectual property rights, including its effect on value transference; and the performance implications of different trademark strategies. This essay accounts for these and other findings to outline directions for future research. The second essay focuses on the managerial aspects of intellectual property strategy. Often scholars refer to intellectual property protection as an auxiliary concept that assists in building up or proving an argument about the innovation process. By contrast, this research focuses on intellectual property strategy per se, placing specific emphasis on its managerial dimension. It adopts the upper echelons approach to examine the extent to which CEO characteristics contribute towards the variance in patent and trademark applications. Guided by the resource-based view of the firm, it suggests three areas of resource expertise – legal, scientific, and business – each of which is likely to have a distinct influence on how the chief executive perceives and subsequently responds to intellectual property issues. This proposition is further extended by incorporating the possession of general skills and the moderating role of proactive personality in the overall conceptual framework. The empirical analysis of a sample of 848 CEOs in 261 U.S. publicly-traded companies over the period 1992-2013 generally confirms the contention that executive characteristics are an important determinant for predicting the outcomes of intellectual property strategy. As such, the study reinforces the ongoing academic debate on the need to account for the managerial aspect when considering the strategic decision processes. The third essay offers an extensive analysis of how executive demography affects differentiation strategy. Previous studies of competitive strategy have provided some support for aligning CEO personality traits with product differentiation. This essay suggests further refinement of these findings and extends them by considering a wider range of managerial characteristics proposed in subsequent research. By integrating the upper echelons perspective with the hierarchical view of strategy, this work also draws attention to channels through which chief executives influence organisational outcomes. It particularly argues that along with direct involvement, decisions made by the CEO regarding corporate strategy will affect the extent of product differentiation, too. The empirical testing is based on a sample of 821 chief executives in 259 U.S. publicly traded companies over the period 1992-2013. Using trademarks to measure product differentiability, this research has demonstrated that executive tenure, age, education, functional experience, monetary incentives, CEO duality, and the founder and owner statuses – all this is statistically significant for explaining variations in differentiation strategy across companies, even after when firm and industry-specific effects are controlled for. Furthermore, it has also been shown that chief executives leverage different characteristics, depending on the type of involvement and the strategy level at which they make decisions. By confirming CEO biases that guide product differentiation, this research also contributes to the broader discussion on the importance of accounting for human interpretation in the strategy making process

Workforce diversity, diversity charters and collective turnover: Long-term commitment pays

Copyright © 2022 The Authors. Modern workplaces are becoming increasingly demographically diverse. However, the influence of workforce diversity on organizational outcomes is not fully understood. In this work, we study how and why workforce gender and racial diversity impacts collective turnover at the organizational level, and whether participation in and experience with diversity charters moderate this link. We particularly argue that greater workforce gender and racial diversity leads to greater collective turnover because it prompts social categorization and negative contagion in organizations. To mitigate these processes, organizations may participate in diversity charters, which are expected to provide support with managing workforce diversity and employee retention. We further argue that the influence of diversity charters follows a trajectory of maturity, so their benefits are magnified as an organization's experience with them increases. Drawing on a panel of UK universities, we find strong evidence that greater workforce racial diversity is associated with higher levels of collective turnover, but only weaker evidence for the positive link between workforce gender diversity and collective turnover. We further find that diversity charters may attenuate this link, but simply participating in them is not sufficient: instead, organizations must develop experience with charters over time

Technological radicalness, R&D internationalization, and the moderating effect of intellectual property protection

Drawing on insights from the resource-based view of the firm, this paper examines the link between the radicalness of the firm's technologies and the extent of its exploitation and exploration R&D activities abroad, with an additional focus on the level of the host country's intellectual property (IP) protection as a force moderating this link. It uses information about greenfield foreign direct investment by 185 U.S. publicly-traded manufacturing firms in the period 2003–2013 to demonstrate that technological radicalness is positively associated with the number of exploration and exploitation R&D projects. While the level of IP protection is shown to have a moderating effect, this is nuanced: firms with more radical technologies pursue more exploration R&D projects in countries with stronger IP protection; in turn, the number of exploitation R&D projects is driven by those undertaken in countries with weaker IP protection. The findings have both managerial and policy implications

Workforce Diversity, Diversity Charters and Collective Turnover: Long-term Commitment Pays

Modern workplaces are becoming increasingly demographically diverse. However, the influence of workforce diversity on organisational outcomes is not fully understood. In this work, we study how and why workforce gender and racial diversity impacts collective turnover at the organisational level, and whether participation in and experience with diversity charters moderate this link. We particularly argue that greater workforce gender and racial diversity leads to greater collective turnover because it prompts social categorisation and negative contagion in organisations. To mitigate these processes, organisations may participate in diversity charters, which are expected to provide support with managing workforce diversity and employee retention. We further argue that the influence of diversity charters follows a trajectory of maturity, so their benefits are magnified as an organisation's experience with them increases. Drawing on a panel of UK universities, we find strong evidence that greater workforce racial diversity is associated with higher levels of collective turnover, but only weaker evidence for the positive link between workforce gender diversity and collective turnover. We further find that diversity charters may attenuate this link, but simply participating in them is not sufficient: instead, organisations must develop experience with charters over time

Trademark value indicators: Evidence from the trademark protection lifecycle in the U.S. pharmaceutical industry

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.This work identifies and studies the determinants of trademark value. In particular, it focuses on trademark characteristics that are related to the underlying brand and on legally stipulated characteristics. To reveal the value implications of the identified trademark characteristics, it follows the idea that more valuable trademarks tend to be protected for a longer period than less valuable trademarks, provided that the benefits of this protection exceed its costs. Thus, those characteristics that have a positive association with the duration of trademark protection should indicate more valuable trademarks. The empirical analysis relies on studying trademark activities in the U.S. pharmaceutical industry, largely owing to its heavy reliance on product differentiation to compete in the market. The results suggest that trademark characteristics are an important predictor of trademark value. At the same time, the value interpretation of some characteristics depends on the stage of the trademark protection lifecycle (that is, registration, maintenance, or renewal) under consideration

Three essays on intellectual property and the managerial aspects of its protection and exploitation

This thesis presents three essays on intellectual property and the managerial aspect of its protection end exploitation. The first essay provides a systematic review of the empirical trademark literature with the goal to develop a framework that brings together different research streams. Despite its relative youth, this field of scholarly inquiry has already accumulated a critical mass of contributions that allow us to draw initial conclusions about the trademark lifecycle and its multifaceted impact on organisational functioning. Based on a systematic review of 64 academic papers containing some elements of empirical trademark analysis, five broad research areas have been identified, namely: the determinants of trademark deposits; the role of trademarks in differentiating product offerings; the relationship between trademarks and innovation activities; the strategic use of trademarks; and the impact of trademarks on firm performance. Overall, the analysis reveals that the performance-based perspective currently dominates the research landscape, with studies on trademark deposits and the trademark-innovation link to follow. At the same time, there is still relatively little known about the micro-foundations of a firm's trademarking behaviour; the complementary use of trademarks and other intellectual property rights, including its effect on value transference; and the performance implications of different trademark strategies. This essay accounts for these and other findings to outline directions for future research. The second essay focuses on the managerial aspects of intellectual property strategy. Often scholars refer to intellectual property protection as an auxiliary concept that assists in building up or proving an argument about the innovation process. By contrast, this research focuses on intellectual property strategy per se, placing specific emphasis on its managerial dimension. It adopts the upper echelons approach to examine the extent to which CEO characteristics contribute towards the variance in patent and trademark applications. Guided by the resource-based view of the firm, it suggests three areas of resource expertise – legal, scientific, and business – each of which is likely to have a distinct influence on how the chief executive perceives and subsequently responds to intellectual property issues. This proposition is further extended by incorporating the possession of general skills and the moderating role of proactive personality in the overall conceptual framework. The empirical analysis of a sample of 848 CEOs in 261 U.S. publicly-traded companies over the period 1992-2013 generally confirms the contention that executive characteristics are an important determinant for predicting the outcomes of intellectual property strategy. As such, the study reinforces the ongoing academic debate on the need to account for the managerial aspect when considering the strategic decision processes. The third essay offers an extensive analysis of how executive demography affects differentiation strategy. Previous studies of competitive strategy have provided some support for aligning CEO personality traits with product differentiation. This essay suggests further refinement of these findings and extends them by considering a wider range of managerial characteristics proposed in subsequent research. By integrating the upper echelons perspective with the hierarchical view of strategy, this work also draws attention to channels through which chief executives influence organisational outcomes. It particularly argues that along with direct involvement, decisions made by the CEO regarding corporate strategy will affect the extent of product differentiation, too. The empirical testing is based on a sample of 821 chief executives in 259 U.S. publicly traded companies over the period 1992-2013. Using trademarks to measure product differentiability, this research has demonstrated that executive tenure, age, education, functional experience, monetary incentives, CEO duality, and the founder and owner statuses – all this is statistically significant for explaining variations in differentiation strategy across companies, even after when firm and industry-specific effects are controlled for. Furthermore, it has also been shown that chief executives leverage different characteristics, depending on the type of involvement and the strategy level at which they make decisions. By confirming CEO biases that guide product differentiation, this research also contributes to the broader discussion on the importance of accounting for human interpretation in the strategy making process

Joining Standards Organizations: the role of R&D expenditures, patents, and the product-market position

This paper studies collaborative innovation in the context of developing open technology standards coordinated by standards organizations. Using longitudinal data from the world's largest R&D investors matched with membership information from 180 standards organizations, we analyze the firm-level determinants of the extent of participation in standards development. We identify a highly robust positive effect of a firm's R&D expenditure on its involvement in standards organizations, and find this impact being further bolstered by the firm's patenting intensity and/or product-market position. Exploiting exogenous variations induced by preferential tax treatment, we find a causal positive effect of patenting intensity on the participation of R&D-intensive firms in standards organizations. This effect is, however, only significant for membership in organizations developing standards potentially subject to Standard-Essential Patents. Our findings also underscore the significant role of the firm's product-market position in incentivizing engagement in standards development, as exemplified by trademarking intensity, brand value or the number of standard-compliant end product models