[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/p/oec/stiaaa/2009-6-en.html
   My bibliography  Save this paper

Trademarks as an Indicator of Product and Marketing Innovations

Author

Listed:
  • Valentine Millot

    (OECD)

Abstract
Non-technological innovation is a major factor of competitiveness and productivity growth in the economy, notably in the service industries. However, the measurement of non-technological innovation and of innovation in the service industries is currently very poor, as traditional data sources like R&D or patents do not apply to these types of innovations. This document presents a strong candidate for quantifying non-technological innovation: trademark data. Trademarks constitute a rich and easily accessible source of data. Besides, several studies have shown that they are highly correlated with various innovation variables (patents, share of innovative sales). Lastly, trademarks have a large perimeter of application; they are present in almost every sector of the economy. Trademark data are then likely to convey information on two key (overlapping) aspects of innovation that are not well covered by traditional indicators: innovation in the service sectors and marketing innovation. This paper aims at presenting trademarks, their potential link with innovations and their main statistical properties, to see if they may actually serve as an innovation indicator. Les marques comme indicateur d'innovations de produit et de commercialisation L’innovation non technologique est un facteur majeur de croissance et de compétitivité, notamment dans les industries de services. Néanmoins, la mesure de l’innovation non technologique et de l’innovation dans les services est à l’heure actuelle très insuffisante, les indicateurs traditionnels tels que les dépenses de R&D ou les brevets ne s’appliquant pas à ce type d’innovation. Ce document présente un candidat de poids pour quantifier l’innovation non-technologique: les données de marques. Les marques constituent une source de données riche et facilement accessible. Par ailleurs, plusieurs études ont montré une forte corrélation entre les marques et différentes variables d’innovation (brevets, part de ventes liées à l’activité innovante). De plus, le périmètre d’application des marques est très étendu, elles sont présentes presque dans tous les secteurs de l’économie. Les marques sont ainsi susceptibles de fournir de l’information sur deux aspects importants de l’innovation (se superposant en partie) que les indicateurs traditionnels couvrent mal: les innovations dans les services et les innovations de commercialisation. Ce document vise à présenter les marques, leur lien potentiel avec l’innovation et leurs principales propriétés statistiques, de manière à déterminer si elles peuvent effectivement servir d’indicateur d’innovation.

Suggested Citation

  • Valentine Millot, 2009. "Trademarks as an Indicator of Product and Marketing Innovations," OECD Science, Technology and Industry Working Papers 2009/6, OECD Publishing.
    • Handle: RePEc:oec:stiaaa:2009/6-en
    DOI: 10.1787/224428874418
    as

    Download full text from publisher

    File URL: https://doi.org/10.1787/224428874418
    Download Restriction: no
    File URL: https://libkey.io/10.1787/224428874418?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
    ---><---

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:oec:stiaaa:2009/6-en. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/scoecfr.html .

    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.