Using Trademarks to Measure Innovation in Knowledge-Intensive Business Services

  • We present an empirical approach to measuring service innovation on the company level through the analysis of trademarks. Prior empirical investigations in several industries have shown that a trademark may be used as an innovation indicator. This article explores the use and relevance of trademarks by conducting a survey in the knowledge-intensive business services (KIBS) industries with 278 participating companies. Our survey results explain the use of trademarks as a way to protect innovation and intellectual property for KIBS. In sum, we show that trademarks can be described as adequate and useful indicators to measure new service innovations in the KIBS industries. Additionally, we show that trademarks have the potential to overcome weaknesses of traditional measurement concepts towards KIBS innovation and might make special surveys redundant in the future.

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Metadaten
Author: Matthias Gotsch, Christiane HippGND
URL:http://timreview.ca/article/790
ISSN:1927-0321
Title of the source (English):Technology Innovation Management Review
Document Type:Scientific journal article peer-reviewed
Language:English
Year of publication:2014
Volume/Year:4
Issue number:5
First Page:18
Last Page:30
Faculty/Chair:Fakultät 5 Wirtschaft, Recht und Gesellschaft / FG ABWL, insbesondere Organisation und Unternehmensführung
Institution name at the time of publication:Fakultät für Maschinenbau, Elektrotechnik und Wirtschaftsingenieurwesen (eBTU) / LS ABWL und Besondere der Organisation, des Personalmanagement sowie der Unternehmensführung
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