On the market: using trademarks to reveal organizational assets, strategies and capabilities

C. Castaldi

Research output: Working paperAcademic

Abstract

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.
LanguageEnglish
Place of PublicationRochester
PublisherSocial Science Research Network (SSRN)
Number of pages36
DOIs
StatePublished - 26 Sep 2018

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Assets
Trademark
Asset markets
New products
Market strategy
Patents
Substitute
Empirical study
New services

Cite this

Castaldi, C. (2018). On the market: using trademarks to reveal organizational assets, strategies and capabilities. Rochester: Social Science Research Network (SSRN). DOI: 10.2139/ssrn.3255864
Castaldi, C./ On the market: using trademarks to reveal organizational assets, strategies and capabilities. Rochester : Social Science Research Network (SSRN), 2018.
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Castaldi, C 2018 'On the market: using trademarks to reveal organizational assets, strategies and capabilities' Social Science Research Network (SSRN), Rochester. DOI: 10.2139/ssrn.3255864

On the market: using trademarks to reveal organizational assets, strategies and capabilities. / Castaldi, C.

Rochester : Social Science Research Network (SSRN), 2018.

Research output: Working paperAcademic

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Castaldi C. On the market: using trademarks to reveal organizational assets, strategies and capabilities. Rochester: Social Science Research Network (SSRN). 2018 Sep 26. Available from, DOI: 10.2139/ssrn.3255864