I am studying the inclination of companies to associate a new trademark (TM) with the commercialization of radical innovations.
Do you know examples of companies that decided to apply (or not apply) for a TM to commercialize a radical innovation (eg., a new product)?
I am asking this because, on the one hand, firms may improve appropriability over the radical product thanks to the TM. But, on the other hand, a firm may have an existing TM, so choosing to use it to commercialize the product since that brand is already known among customers while the product is distant from their existing values. What do you think about?
Trademark are useful for branding and marketing purposes. Company can apply TM for patented and unpatented innovation. in my opinion, TM is important to commercialize new product or service innovation. However, IP is more important to protect radical innovation product and services. Company can apply for TM even though they have established brand if they want to promote new added value provided by the new innovative products.
Dear Irny thank you for your reply. Could you suggest me some papers/reports discussing this topic?
Hi Lorenzo. Useful paper for your thesis at http://druid8.sit.aau.dk/acc_papers/nv9r3f3sl6p5e0431rj6sxfblv4g.pdf
Are you going to study "disruption" within the context of your research?
Many thanks Helen.
As the first step, I am studying if and how characteristics of firms' technology portfolios (e.g., breakthrough nature and generality) affect subsequent market entry. Moreover, adopting a multilevel perspective, I am analyzing if this relationship is contingent upon firms' R&D strategies.
I can think of at least one example: The SMART that is actually a Daimler and Mercedes initiative. On the other hand I can think of examples where the original TM is used because it already has an innovative profile like Apple and Iphone.
I think appropriability is not exclusively depending on commercialization and brand perception, which are off course very important. Protection of IP by means of Design Patents and Utility Patents can also be important, especially for new technology.
To offer a more general perspective, trademark can be helpful where IP protection for the innovation is uncertain or unavailable. Trademark will not only enable the innovator to gain a head start in the new market but will can establish and preserve her reputation as an innovating force, even if IP protection is ultimately unavailable for the innovation itself. For example, if the innovation is a widget, and it is subsequently determined that widgets are not amenable to patent protection (and consequently others produce widget knock offs) the trademark not only establishes the innovator as a source but can also be supplemented with descriptions such as "the original widget". Thus, an innovator who is reluctant to commercialize an innovation because of uncertain IP protection can proceed with the alternative (albeit limited) protection of trademark.
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