Person:
Giarratana, Marco

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Marco
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Giarratana
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IE University
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IE Business School
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Strategy
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End date: 2019 × Start date: 2018 ×

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Now showing 1 - 3 of 3
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    Publication
    Product portfolio performance in new foreign markets: The EU trademark dual system
    (Elsevier, 2018-07-24) Barroso, Alicia; Pasquini, Martina; Giarratana, Marco; European Commission; https://ror.org/02jjdwm75
    How do intellectual propriety rights (IPRs) help firms profit from their innovation? Innovation literature frequently turns to patents to measure innovative IPR, but more recent work shifts focus to the other side of IPR, namely, trademarks. This article therefore discusses the effects of trademark strategies when companies decide to introduce their product portfolios in a new foreign market. Entrants might opt for a common trademark across different country markets (integration) or use several country-specific trademarks (responsiveness). This empirical study exploits the quasi-natural experiment created by the tariff shock that affected Spain when it joined the European Union in the 1990s. Data from the automotive industry reveal how non-European companies that already operated in other European countries sought to enter Spain rapidly, using various trademark strategies. The product portfolio characteristics are fixed at entry, so this study can specify how and when trademark responsiveness versus integration affects firm performance. The results reveal that trademark responsiveness increases firm performance if the firms suffer high liabilities of foreignness or newness.
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    Diversification, Branding and Performance of Professional Service Firms
    (SAGE Publications Inc., 2018) Castaldi, Carolina; Giarratana, Marco; https://ror.org/02jjdwm75
    This article analyzes the effects of diversification and brand breadth on firm performance for professional service firms (PSFs). The research aim is two-fold. First,we test whether moving into products may put at risk the core resources that sustain PSFs’ competitive advantage. Second,we study which branding strategies best match their diversification attempts. Broad (narrow) brands characterize a branding strategy with scarce (plentiful) associations to specific product characteristics. We analyzed trademark portfolios of 47 U.S.-based management consulting firms in the 2000 to 2009 time period. Panel regression results suggest that (1) PSFs always benefit from diversification when they remain pure-service providers; (2) performance is positively related to a strategy of specialized narrow brands. © 2018,The Author(s) 2018.
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    Resource partitioning and strategies in markets for technology
    (2018-07-25) Giarratana, Marco; Fosfuri, Andrea; Szilard Sebrek, Szabolcs; https://ror.org/02jjdwm75
    By bridging literature on resource partitioning and research on markets for technology, this article predicts that companies that pursue a broad (focused) product strategy buy more (less) technology in the market but sign fewer (more) deals as sellers. The proposed framework reveals that a thicker technology market increases the survival chances of both firms with focused product strategies and firms with broad product strategies; a misalignment between the product strategy and the strategies in the market for technology reduces those chances. To test these contentions, the authors consider a population of 736 firms that entered the security software industry between 1989 and 2002.