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Trademarks and Their Role in Innovation, Entrepreneurship and Industrial Organization
Loot Price: R1,390
Discovery Miles 13 900
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Trademarks and Their Role in Innovation, Entrepreneurship and Industrial Organization
Expected to ship within 12 - 19 working days
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Trademarks are the most widely used intellectual property right by
companies worldwide. Their strategic importance is increasing, as
reputational assets become more relevant for companies than ever,
in national and global markets. Trademarks also represent key tools
for companies to profit from innovation and can make the difference
for start-ups and entrepreneurial firms by allowing them to gain
legitimacy and fostering fund raising from investors. This book
Trademarks and Their Role in Innovation, Entrepreneurship and
Industrial Organization takes stock of the emerging academic
research on how companies use trademarks. It collects a rich set of
contributions from several research perspectives and disciplines
and proposes an integrated view bridging different levels of
analysis: individual, firm, industry, and country level.
Specifically, the book combines an industrial organization,
innovation, and entrepreneurship perspective to understand why,
when and with what effects entrepreneurs, innovators, and firms use
trademarks. The book is targeted toward academic readers to gain a
better understanding of the emerging and interdisciplinary field of
trademark research as well as interested practitioners from the
area of intellectual property (IP) management and policy-making.
The chapters in this book were originally published in Industry and
Innovation.
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