IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v29y2018i3d10.1007_s11002-018-9466-5.html
   My bibliography  Save this article

Protecting positioning innovations: the emergence of non-traditional trademark registrations

Author

Listed:
  • Saurabh Mishra

    (George Mason University)

  • Demetrios Vakratsas

    (McGill University)

  • Alexander V. Krasnikov

    (Loyola University Chicago)

Abstract

Firms need to protect their positioning innovations from copycatting and imitation by competition. However, there is limited insight into factors driving legal protection of positioning innovations. This research utilizes non-traditional trademark (NTT) registrations as indicators of protection of certain types of positioning innovations by firms and investigates the role of firm and industry factors in these registrations. Findings based on secondary data collected over the time period (1984–2015) reveal that firm age and market share play a positive role in NTT registrations. Analysis also shows that industry munificence plays a positive role in NTT registrations, whereas competitive intensity and industry dynamism lower NTT registrations. Together, these findings provide important implications for research and practice that extend beyond technological innovations and add to the innovations literature in marketing.

Suggested Citation

  • Saurabh Mishra & Demetrios Vakratsas & Alexander V. Krasnikov, 2018. "Protecting positioning innovations: the emergence of non-traditional trademark registrations," Marketing Letters, Springer, vol. 29(3), pages 307-318, September.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:3:d:10.1007_s11002-018-9466-5
    DOI: 10.1007/s11002-018-9466-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-018-9466-5
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-018-9466-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. van Horen, Femke & Pieters, Rik, 2012. "Consumer evaluation of copycat brands: The effect of imitation type," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 246-255.
    2. Hubert Gatignon & Michael L. Tushman & Wendy Smith & Philip Anderson, 2002. "A Structural Approach to Assessing Innovation: Construct Development of Innovation Locus, Type, and Characteristics," Management Science, INFORMS, vol. 48(9), pages 1103-1122, September.
    3. Steven M. Shugan, 2007. ": Does Good Marketing Cause Bad Unemployment?," Marketing Science, INFORMS, vol. 26(1), pages 1-17, 01-02.
    4. Ruth N. Bolton, 1989. "The Relationship Between Market Characteristics and Promotional Price Elasticities," Marketing Science, INFORMS, vol. 8(2), pages 153-169.
    5. Fiona Scott Morton & Florian Zettelmeyer, 2004. "The Strategic Positioning of Store Brands in Retailer--Manufacturer Negotiations," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 24(2), pages 161-194, March.
    6. John Hauser & Gerard J. Tellis & Abbie Griffin, 2006. "Research on Innovation: A Review and Agenda for," Marketing Science, INFORMS, vol. 25(6), pages 687-717, 11-12.
    7. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    8. Greene,William H. & Hensher,David A., 2010. "Modeling Ordered Choices," Cambridge Books, Cambridge University Press, number 9780521194204, September.
    9. Avinash K. Dixit & Robert S. Pindyck, 1994. "Investment under Uncertainty," Economics Books, Princeton University Press, edition 1, number 5474.
    10. Marion Debruyne & David J. Reibstein, 2005. "Competitor See, Competitor Do: Incumbent Entry in New Market Niches," Marketing Science, INFORMS, vol. 24(1), pages 55-66, December.
    11. G. Tomas M. Hult & David J. Ketchen, 2001. "Does market orientation matter?: a test of the relationship between positional advantage and performance," Strategic Management Journal, Wiley Blackwell, vol. 22(9), pages 899-906, September.
    12. Srinivasan, Raji & Lilien, Gary L. & Rangaswamy, Arvind, 2008. "Survival of high tech firms: The effects of diversity of product–market portfolios, patents, and trademarks," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 119-128.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sun, Wenbin & Ding, Zhihua & Xu, Xiaobo & Cui, Kacie, 2020. "Internationalization and firm default risk: The roles of environmental dynamism and marketing capability," Journal of Business Research, Elsevier, vol. 121(C), pages 142-153.
    2. Yougen Cao & Shengce Ren & Mei Du, 2022. "Strategic trademark management: a systematic literature review and prospects for future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 435-453, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Carsten Fink & Andrea Fosfuri & Christian Helmers & Amanda F. Myers, 2022. "Submarine trademarks," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(4), pages 818-840, November.
    2. Peter N. Golder & Rachel Shacham & Debanjan Mitra, 2009. "—Innovations' Origins: When, By Whom, and How Are Radical Innovations Developed?," Marketing Science, INFORMS, vol. 28(1), pages 166-179, 01-02.
    3. Deepa Chandrasekaran & Gerard J. Tellis, 2008. "Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences?," Marketing Science, INFORMS, vol. 27(5), pages 844-860, 09-10.
    4. Pasquale Del Vecchio & Gioconda Mele & Valentina Ndou & Giustina Secundo, 2018. "Open Innovation and Social Big Data for Sustainability: Evidence from the Tourism Industry," Sustainability, MDPI, vol. 10(9), pages 1-15, September.
    5. Xu, Yan, 2017. "Essays on preference formation and home production," Other publications TiSEM b028fd7e-53ba-4ff6-97eb-4, Tilburg University, School of Economics and Management.
    6. André Le Roux & Marinette Thébault & François Bobrie, 2015. "Typicality impact on brand imitations evaluation and categorization," Post-Print halshs-02530211, HAL.
    7. Van Horen, Femke & Pieters, Rik, 2013. "Preference reversal for copycat brands: Uncertainty makes imitation feel good," Journal of Economic Psychology, Elsevier, vol. 37(C), pages 54-64.
    8. Rosati, Nicoletta & Bellia, Mario & Matos, Pedro Verga & Oliveira, Vasco, 2020. "Ratings matter: Announcements in times of crisis and the dynamics of stock markets," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 64(C).
    9. Andries, Petra & Hünermund, Paul, 2020. "Firm-level effects of staged investments in innovation: The moderating role of resource availability," Research Policy, Elsevier, vol. 49(7).
    10. Di Stefano, Giada & Gambardella, Alfonso & Verona, Gianmario, 2012. "Technology push and demand pull perspectives in innovation studies: Current findings and future research directions," Research Policy, Elsevier, vol. 41(8), pages 1283-1295.
    11. Charles E. Gengler & Michael S. Mulvey, 2017. "Planning pre-launch positioning: Segmentation via willingness-to-pay and means-end brand differentiators," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 230-249, May.
    12. Melnyk, Valentyna & Giarratana, Marco & Torres, Anna, 2014. "Marking your trade: Cultural factors in the prolongation of trademarks," Journal of Business Research, Elsevier, vol. 67(4), pages 478-485.
    13. Huang, Shuangfa & Battisti, Martina & Pickernell, David, 2023. "The roles of innovation strategy and founding team diversity in new venture growth," Journal of Business Research, Elsevier, vol. 158(C).
    14. Steven M. Shugan, 2007. ": Does Good Marketing Cause Bad Unemployment?," Marketing Science, INFORMS, vol. 26(1), pages 1-17, 01-02.
    15. Ozge Turut & Elie Ofek, 2012. "Innovation Strategy and Entry Deterrence," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 21(3), pages 583-631, September.
    16. Puneet Manchanda & Ying Xie & Nara Youn, 2008. "The Role of Targeted Communication and Contagion in Product Adoption," Marketing Science, INFORMS, vol. 27(6), pages 961-976, 11-12.
    17. Le Roux, André & Bobrie, François & Thébault, Marinette, 2016. "A typology of brand counterfeiting and imitation based on a semiotic approach," Journal of Business Research, Elsevier, vol. 69(1), pages 349-356.
    18. Andries, Petra & Hünermund, Paul, 2014. "Staging innovation projects: (when) does it pay off?," ZEW Discussion Papers 14-091, ZEW - Leibniz Centre for European Economic Research.
    19. Block, Jörn H. & Fisch, Christian O. & Hahn, Alexander & Sandner, Philipp G., 2015. "Why do SMEs file trademarks? Insights from firms in innovative industries," Research Policy, Elsevier, vol. 44(10), pages 1915-1930.
    20. Manjunath, Chandana & Padigar, Manjunath & Pedada, Kiran, 2024. "The role of digital orientation and strategic emphasis in creating brand competitiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:29:y:2018:i:3:d:10.1007_s11002-018-9466-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.