Information Technology and Trademarks: Implications for Product Variety

被引：64

作者：

Gao, Guodong ^{[1
]}

Hitt, Lorin M. ^{[2
]}

机构：

[1] Univ Maryland, Robert H Smith Sch Business, College Pk, MD 20742 USA

[2] Univ Penn, Wharton Sch, Philadelphia, PA 19104 USA

来源：

MANAGEMENT SCIENCE | 2012年 / 58卷 / 06期

关键词：

business value of IT; trademark; competitive advantage; product variety; US BICYCLE INDUSTRY; FIRM-LEVEL EVIDENCE; EMPIRICAL-EVIDENCE; SUPPLY CHAIN; PERFORMANCE; LINE; CUSTOMIZATION; ECONOMICS; STRATEGY; DEMAND;

D O I：

10.1287/mnsc.1110.1480

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

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.

引用

页码：1211 / 1226

页数：16

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