| Titre : | Information technology and trademarks : Implications for product variety (2012) |
| Auteurs : | Guodong (Gordon) Gao, Auteur ; Lorin M. Hitt, Auteur |
| Type de document : | Article : texte imprimé |
| Dans : | Management science (Vol. 58 N° 6, Juin 2012) |
| Article en page(s) : | pp.1211-1226 |
| Note générale : | Management |
| Langues : | Anglais |
| Tags : | Business value of IT Trademark Competitive advantage Product variety |
| Résumé : | 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. |
| ISSN : | 0025-1909 |
| En ligne : | http://mansci.journal.informs.org/content/58/6/1211.short |
