determinants of trademarking

Transcription

1 DIME AEGIS LIEE / NTUA ATHENS 2010 CONFERENCE The emergence and growth of Knowledge Intensive Entrepreneurship in a comparative perspective. Studying various aspects in different contexts April 29-30, 2010 Sectoral patterns and determinants of trademarking (very preliminary results) NSRF Observatory and ISCTE Lisbon University Institute

2 Sectoral patterns and determinants of trademarking Research questions: Can we identify different sectoral patterns of trademarking with regard to: Proportion of firms using trademarks? Distribution of trademarking among firms size classes? Distribution of trademarking during firms life cycle? What are the determinants of different patterns?

3 Sectoral patterns and determinants of trademarking Why trademarks? They play a crucial role in the process of marketing new entrepreneurial ventures in several sectors (including lower technology manufacturing industries and services). The use of trademarks has been actively promoted in those sectors in which the European economy has been facing increasing competition from emerging economies. There is a significant lack of knowledge about the patterns and determinants of trademarking.

4 Sectoral patterns and determinants of trademarking Data issues Data on trademark applications in Portugal since the 1980s is readily available from the National Institute of Industrial Property (INPI),, but it includes almost no information on the owners. How to fill the gap: crossing INPI s database with Quadros de Pessoal database (QP/MTSS). Advantages: Census data Long series A lot of information on firms

5 Sectoral patterns and determinants of trademarking Preparing the data One of the databases includes the information on the firms fiscal number, the other doesn t The QP/MTSS database only includes information on domestic firms with employees (it excludes individual entrepreneurs and multinationals not registered as firms in Portugal). Of trademark applications between 1995 and 2006 we could already unequivocally identify (52%). The same proportion ( to ) applies for the period , 2006, under analysis here.

6 General data on the use of trademarks in Portugal

7 Number and percentage of firms applying for trademarks 1,00% ,75% ,50% ,25% ,00% N. of firms holding trademarks % of firms holding trademarks

8 Use of trademarks by firm size class 15% 5,0 12% 4,0 9% 3,0 6% 2,0 3% 1,0 0% Very small Small Medium Big 0,0 % of firms holding trademarks (left) Average number of trademarks per firm (right)

9 Evolution in the distribution of trademarks by firm size class 13% (0,4%) 100% 15% (2,2%) 80% Big 28% (13,5%) 60% Medium 40% Small 44% (84%) 20% Very small % (% of total firms in each size class in 2006)

10 Trademarking by new firms (up to 2 years) 33,2% 22,3% New firms as a % of total firms New firms as a % of firms holding trademarks

11 Use of trademarks by firm age group 100% 80% more than 10 years 60% 5 to 10 years 40% 3 and 4 years 20% up to 2 years 0%

12 Sectoral patterns of trademarking in Portugal ( ) 2006)

13 Sectoral patterns and determinants of trademarking Variables used in the cluster analysis % of firms holding trademark applications Index of trademarking by new firms new firms as a % of firms holding trademarks new firms as a % of total firms Index of trademarking by very small firms very small firms as a % of firms holding trademarks very small firms as a % of total firms

14 Sectoral patterns and determinants of trademarking Sectors considered Manufacturing and market services (primary sector, utilities, and community and social services excluded) Construction excluded (high informality) Industries with at least 30 firms during the period under analysis ( ) 2006) Number of sectors: 35 Number of firms (that existed at least for one year between 2003 and 2006):

15 N. of trademarks Wholesale trade Other business services Retail trade (except motor vehicles) Food and Beverages Accommodation and food service Wearing apparel Information technology service

16 % of firms holding trademarks Chemical products Financial intermediation (except insurance and pension funding) Air transport Research and Development Electronic products Information technology service Rubber and plastics 0% 5% 10% 15% 20% 25% 30% 35%

17 Index of trademarking by new firms Air transport Printing and reproduction of recorded media Financial intermediation (except insurance and pension funding) Support activities for transportation Recycling Accommodation and food service Real Estate

18 Index of trademarking by very small firms Recycling Information technology service Real Estate Printing and reproduction of recorded media Other business services Other transport equipment Rental and leasing activities

19 Padrões sectoriais de utilização de marcas Six clusters were identified 1) Low use of trademarks for all types of firms 2) Moderate use of trademarks for all types of firms 3) Moderate use of trademarks for older and/or bigger firms only 4) Relatively high use of trademarks 5) Trademarking is often part of the entry strategy 6) High use of trademarks by older and bigger firms

20 Padrões sectoriais de utilização de marcas Cluster 1 - Low use of trademarks for all types of firms Industry Wood and cork Metal products(except machinery and equipment) Land transport Retail trade and repair of motor vehicles and motorcycles Accommodation and food service Retail trade (except motor vehicles) Real Estate Insurance, reinsurance and pension funding Technological intensity low tech medium-low tech not knowledge intensive not knowledge intensive not knowledge intensive not knowledge intensive not knowledge intensive other knowledge intensive

21 Padrões sectoriais de utilização de marcas Cluster 2 - Moderate use of trademarks for all types of firms Industry Recycling Other transport equipment Rental and leasing activities Wholesale trade Support activities for transportation Other business services Technological intensity low tech medium-low tech not knowledge intensive not knowledge intensive not knowledge intensive other knowledge intensive

22 Padrões sectoriais de utilização de marcas Cluster 3 - Moderate use of trademarks for older and/or bigger firms only Industry Furniture Wearing apparel Textiles Paper and paper products Machinery and equipment Motor vehicles, trailers and semi-trailers Electric machinery and equipment n.e. Other non-metallic mineral products Basic metals Water transport Technological intensity low tech low tech low tech low tech medium-high tech medium-high tech medium-high tech medium-low tech medium-low tech not knowledge intensive

23 Padrões sectoriais de utilização de marcas Cluster 4 - Relatively high use of trademarks Industry Technological intensity Post and Telecommunications Research and Development Electronic products Leather and related products Food and Beverages Rubber and plastics advanced knowledge intensive advanced knowledge intensive high tech low tech low tech medium-low tech

24 Padrões sectoriais de utilização de marcas Cluster 5 - Trademarking is often part of the entry strategy Industry Information technology service Printing and reproduction of recorded media Air transport Financial intermediation (except insurance and pension funding) Technological intensity advanced knowledge intensive low tech not knowledge intensive other knowledge intensive Cluster 6 - High use of trademarks by older and bigger firms Industry Technological intensity Chemical products medium-high tech

25 Padrões sectoriais de utilização de marcas Next steps Procede with data quality work Analyse the role of the following factors in determining the patterns identified : international exposure firm size distribution industry life cycle industry turbulence marketing intensity geographical clustering knowledge intensity