Protecting positioning innovations: the emergence of non-traditional trademark registrations

Saurabh Mishra; Demetrios Vakratsas; Alexander V. Krasnikov

doi:10.1007/s11002-018-9466-5

Protecting positioning innovations: the emergence of non-traditional trademark registrations

Saurabh Mishra
, Demetrios Vakratsas
, Alexander V. Krasnikov

Quinlan School of Business

George Mason University
McGill University

Research output: Contribution to journal › Article › peer-review

Original language	American English
Journal	Marketing Letters
Volume	29
Issue number	3
DOIs	https://doi.org/10.1007/s11002-018-9466-5
State	Published - Sep 1 2018

Disciplines

Business
Marketing

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10.1007/s11002-018-9466-5License: Unspecified

Cite this

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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.",

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AU - Mishra, Saurabh

AU - Vakratsas, Demetrios

AU - Krasnikov, Alexander V.

N1 - 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.

PY - 2018/9/1

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UR - https://ideas.repec.org/a/kap/mktlet/v29y2018i3d10.1007_s11002-018-9466-5.html

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M3 - Article

VL - 29

JO - Marketing Letters

JF - Marketing Letters

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ER -

Protecting positioning innovations: the emergence of non-traditional trademark registrations

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