@article{6dc1286ddc52491b8b3232f127ddaab9,
title = "Protecting positioning innovations: the emergence of non-traditional trademark registrations",
author = "Saurabh Mishra and Demetrios Vakratsas and Krasnikov, {Alexander V.}",
note = "Downloadable (with restrictions)! Abstract Firms need to protect their positioning innovations from copycatting and imitation by competition. However, there is limited insight into factors driving legal protection of positioning innovations. This research utilizes non-traditional trademark (NTT) registrations as indicators of protection of certain types of positioning innovations by firms and investigates the role of firm and industry factors in these registrations.",
year = "2018",
month = sep,
day = "1",
doi = "10.1007/s11002-018-9466-5",
language = "American English",
volume = "29",
journal = "Marketing Letters",
number = "3",
}