Paper Info
Title
Information Technology and Trademarks: Implications for Product Variety
Abstract
This paper examines the relationship between information technology (IT) and trademarks. Using an 11-year panel data set (1987--1997) of IT capital stock, trademark holdings, and other measures for 116 Fortune 1000 manufacturing firms, we find that IT contributes to higher trademark holdings. Further, we find evidence suggesting that firms with more IT capital tend to apply for more new trademarks and retire existing trademarks more quickly, leading to a shorter trademark life cycle. Because trademarks are mainly used by firms to communicate differences among similar products to the marketplace, these results suggest that the business value of IT can be realized in greater product variety. This paper was accepted by Barrie Nault, information systems.
Year
DOI
Venue
2012
10.1287/mnsc.1110.1480
Management Science
Keywords
Field
DocType
trademark holding,information technology,barrie nault,new trademark,information system,shorter trademark life cycle,it capital stock,product variety,it capital,11-year panel data,higher trademark holding,competitive advantage
Panel data,Information system,Economics,Business value,Information technology,Competitive advantage,Trademark,Commerce,Manufacturing firms
Journal
Volume
Issue
ISSN
58
6
0025-1909
Citations 
PageRank 
References 
8
0.61
23
Authors
2
Name
Order
Citations
PageRank
Guodong (Gordon) Gao145527.90
Lorin M. Hitt22426223.11