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Vertical disintegration of production and the rise of market for brands

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  • Lechner, Christian
  • Lorenzoni, Gianni
  • Tundis, Enrico

Abstract

The emergence of a market for brands is a relevant economic phenomenon that creates entrepreneurial opportunities. In this research, we explore the relationship between the size of market for brands and the vertical disintegration of production, as antecedent of the rise of market for brands. We take an industry-level perspective and focus on trademark transactions in the US as the empirical setting for our analysis. The results uncover a positive relationship between the degree of industry vertical disintegration and the size of market for brands. We conclude with examples of how a market for brands creates entrepreneurial opportunities.

Suggested Citation

  • Lechner, Christian & Lorenzoni, Gianni & Tundis, Enrico, 2016. "Vertical disintegration of production and the rise of market for brands," Journal of Business Venturing Insights, Elsevier, vol. 6(C), pages 1-6.
    • Handle: RePEc:eee:jobuve:v:6:y:2016:i:c:p:1-6
    DOI: 10.1016/j.jbvi.2016.05.002
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    References listed on IDEAS

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    1. Stuart J.H. Graham & Galen Hancock & Alan C. Marco & Amanda Fila Myers, 2013. "The USPTO Trademark Case Files Dataset: Descriptions, Lessons, and Insights," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 22(4), pages 669-705, December.
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    5. Travis J. Lybbert & Nikolas J. Zolas & Prantik Bhattacharyya, 2014. "An "Algorithmic Links with Probabilities" Concordance for Trademarks For Disaggregated Analysis of Trademark and Economic Data," WIPO Economic Research Working Papers 14, World Intellectual Property Organization - Economics and Statistics Division.
    6. Giovanni B. Ramello, 2006. "What'S In A Sign ? Trademark Law And Economic Theory," Journal of Economic Surveys, Wiley Blackwell, vol. 20(4), pages 547-565, September.
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    Cited by:

    1. Kaiser, Franziska & Cuntz, Alexander & Peukert, Christian, 2023. "Batman forever? The role of trademarks for reuse in the US comics industry," Research Policy, Elsevier, vol. 52(8).
    2. Dazhong Wu & Michael Tannen & Julius Anyu & Sergey Ivanov & Feng Xu, 2023. "Contract manufacturing, market competition, and labor productivity in US manufacturing industries," Operations Management Research, Springer, vol. 16(1), pages 377-390, March.
    3. Giovanna Mariani & Davide Morelli & Leonardo Bartoloni, 2019. "Managing uncertainty in the start-up environment. Is a business plan an incentive or a limitation?," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2019(1), pages 73-96.
    4. Castaldi, Carolina, 2018. "To trademark or not to trademark: The case of the creative and cultural industries," Research Policy, Elsevier, vol. 47(3), pages 606-616.
    5. Alexander Cuntz & Franziska Kaiser, 2020. "Batman forever? The economics of overlapping rights," WIPO Economic Research Working Papers 61, World Intellectual Property Organization - Economics and Statistics Division.

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