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Product portfolio performance in new foreign markets: The EU trademark dual system

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dc.contributor.authorBarroso, Alicia
dc.contributor.authorPasquini, Martina
dc.contributor.authorGiarratana, Marco
dc.contributor.funderEuropean Commission
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-07-02T16:07:22Z
dc.date.available2024-07-02T16:07:22Z
dc.date.issued2018-07-24
dc.description.abstractHow 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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dc.identifier.citationBarroso, A., Giarratana, M. S., & Pasquini, M. (2019). Product portfolio performance in new foreign markets: The EU trademark dual system. Research Policy, 48(1), 11-21. https://doi.org/10.1016/j.respol.2018.07.013
dc.identifier.doihttps://doi.org/10.1016/j.respol.2018.07.013
dc.identifier.issn1873-7625
dc.identifier.urihttps://hdl.handle.net/20.500.14417/2572
dc.issue.number1
dc.journal.titleResearch Policy
dc.language.isoeng
dc.licensehttps://creativecommons.org/licenses/by-nc-nd/4.0/legalcode
dc.publisherElsevier
dc.relation.departmentStrategy
dc.relation.entityIE University
dc.relation.projectID655676 - Between Social Values and Profitable Performance: The Case of B-Corporations
dc.relation.schoolIE Business School
dc.rightsAttribution Non Commercial No Derivatives 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/legalcode
dc.subject.keywordEuropean trademarks
dc.subject.keywordDiversification
dc.subject.keywordForeign market penetration
dc.subject.keywordPerformance
dc.subject.keywordAutomotive industry
dc.subject.otherEuropean trademarks;Diversification;Foreign market penetration;Performance;Automotive industry
dc.titleProduct portfolio performance in new foreign markets: The EU trademark dual system
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/publishedVersion
dspace.entity.typePublication
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