nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2024‒01‒22
two papers chosen by
Giovanni Battista Ramello, Università di Turino

  1. To commercialize inside or outside of the firm : Behavioral considerations in patent exploitation by family firms By Addis Gedefaw Birhanu; Alfonso Gambardella
  2. Exploring the Factors that Foster Green Brand Loyalty: The Role of Green Transparency, Green Perceived Value, Green Brand Trust and Self-Brand Connection By Ashish Ashish Ashok Uikey; Ruturaj Baber

  1. By: Addis Gedefaw Birhanu (EM - emlyon business school); Alfonso Gambardella (Bocconi University [Milan, Italy])
    Abstract: Research Summary This article examines the relationship between family ownership and patent use strategy using primary data from a patent survey, as well as patent and firm-level data from secondary sources. The findings reveal that family firms are less likely than non-family firms to license their patents and more likely to internally commercialize them. We show that the decision of family firms to license less does not depend on lower patent quality or inefficient patent use. Instead, it arises from their preference for patent uses that allow them to exert greater control over the value they can derive from their innovations. We also show that family firms commercialize more patents because they leverage their managerial discretion to explore and seize emerging internal patent commercialization opportunities. Managerial Summary Whether the desire of families in family firms to maintain control over the company and strategic resources negatively impacts their economic performance has important governance implications. Within the context of patent commercialization, in line with this desire for control, our study highlights the preference of family firms to prioritize internal commercialization over licensing. To offset their underlicensing tendency, family firms internally commercialize more patents by being nimble to identify and capitalize on emerging commercialization opportunities. This enables them to align their control ambitions with patent commercialization efficiency, akin to nonfamily firms.
    Keywords: family firms, family ownership, innovation, patent commercialization, patent licensing
    Date: 2023–12–07
  2. By: Ashish Ashish Ashok Uikey (Symbiosis International University); Ruturaj Baber (Symbiosis International University)
    Abstract: This study attempts to examine the impact of green brand trust and self-brand connection on green brand loyalty, with green perceived value and green transparency as antecedents. The responses were collected from and users of electric vehicles, and the proposed hypotheses were tested using Structural Equation Modeling (SEM) through SmartPLS 4. The study found that green brand trust had a significant positive impact on green brand loyalty, while the relationship between self-brand connection and green brand loyalty significant but weak. The study highlighted the importance of green perceived value as an antecedent for self-brand connection and green brand trust, which was more significant than green transparency. The study offers insights to practitioners enhancing their knowledge on formation of customer, allowing them to develop effective marketing strategies. The study recommends that companies emphasize transparency in their marketing approaches and address green challenges related to their products' environmental value. Furthermore, the study suggests that green brand loyalty may be achieved through green transparency and green perceived value, which are crucial for establishing green brand trust.
    Keywords: Green Marketing Green Transparency Green Brand Trust Self-brand Connection Green Brand Loyalty Consumer Behavior Electric Vehicles, Green Marketing, Green Transparency, Green Brand Trust, Self-brand Connection, Green Brand Loyalty, Consumer Behavior, Electric Vehicles
    Date: 2023–09–23

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