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Are two better than one ? Modelling the complementarity between patents and trademarks across industries

Author

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  • Patrick Llerena

    (BETA - Bureau d'Économie Théorique et Appliquée - AgroParisTech - UNISTRA - Université de Strasbourg - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UL - Université de Lorraine - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

  • Valentine Millot

    (BETA - Bureau d'Économie Théorique et Appliquée - AgroParisTech - UNISTRA - Université de Strasbourg - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UL - Université de Lorraine - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement, Organisation for Economic Co-operation and Development - Organisation for Economic Co-operation and Development)

Abstract

Intellectual property (IP) rights are a major component of firms' strategies to appropriate the benefits of their innovations. This paper aims at assessing the interactions between two types of IP rights, namely patents and trademarks. We first model the effect of these two types of IP rights on the returns of innovations for firms. Based on a supermodularity analysis, we then show that the complementarity between trademarks and patents varies according to the characteristics of the market. Depending on the levels of advertising's spillovers and depreciation rate, trademarks are found to be complementary or not to patents. Finally, based on a data set encompassing the IP activity of a sample of publicly traded firms among the top corporate R&D investors worldwide, we find that patents and trademarks are complementary in chemical and pharmaceutical sectors, but not in Information and Communication Technologies (ICT) sectors.

Suggested Citation

  • Patrick Llerena & Valentine Millot, 2020. "Are two better than one ? Modelling the complementarity between patents and trademarks across industries," Post-Print hal-03293540, HAL.
    • Handle: RePEc:hal:journl:hal-03293540
    DOI: 10.1080/13662716.2019.1688137
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    Cited by:

    1. Max Nathan & Anna Rosso, 2017. "Innovative events," Development Working Papers 429, Centro Studi Luca d'Agliano, University of Milano, revised 08 Apr 2019.
    2. Yang, Jialei & Hurmelinna-Laukkanen, Pia, 2022. "Evolving appropriability – Variation in the relevance of appropriability mechanisms across industries," Technovation, Elsevier, vol. 118(C).
    3. Shu, Li & Wang, Wei, 2023. "Human capital and trademarks: Evidence from higher education expansion in China," Research Policy, Elsevier, vol. 52(10).
    4. Vasileiou, Efi & Georgantzis, Nikolaos & Attanasi, Giuseppe & Llerena, Patrick, 2024. "The role of innovation portfolio in green innovation decisions: A study of French and Italian firms," Technovation, Elsevier, vol. 130(C).
    5. 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.
    6. Carolina Castaldi, 2023. "Off the mark? What we (should) know about the bright and dark sides of corporate trademark practices," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 32(5), pages 1046-1062.
    7. Nathan, Max & Rosso, Anna, 2022. "Innovative events: product launches, innovation and firm performance," Research Policy, Elsevier, vol. 51(1).
    8. Leonardo Costa Ribeiro & Ulisses Pereira Santos & Valbona Muzaka, 2022. "Trademarks as an indicator of innovation: towards a fuller picture," Scientometrics, Springer;Akadémiai Kiadó, vol. 127(1), pages 481-508, January.
    9. Keun Lee & Raeyoon Kang & Donghyun Park, 2022. "How Industrial Design Matters for Firm Growth at Different Stages of Development: Evidence from Korea, 1970s to 2010s," Asian Economic Journal, East Asian Economic Association, vol. 36(2), pages 101-126, June.
    10. Fisch, Christian & Meoli, Michele & Vismara, Silvio & Block, Jörn H., 2022. "The effect of trademark breadth on IPO valuation and post-IPO performance: an empirical investigation of 1510 European IPOs," Journal of Business Venturing, Elsevier, vol. 37(5).
    11. Darius Lambrecht & Joern Block & Matthias Neuenkirch & Holger Steinmetz & Tom Willeke, 2023. "The Interdependence of Intellectual Property and Sales in the Manufacturing Industry: Evidence from the Triangle of Patents, Trademarks, and Sales," Research Papers in Economics 2023-10, University of Trier, Department of Economics.
    12. D’Agostino, Lorena M. & Schiavo, Stefano, 2024. "Using trademarks to fend off import competition: Evidence from the top R&D-spending companies," International Business Review, Elsevier, vol. 33(1).
    13. Li Zhang & Xiaoguang Shan, 2023. "The use of intellectual property right bundles and firm performance in China," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.

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