TY - JOUR T1 - Using Trademarks to Measure Innovation in Knowledge-Intensive Business Services JF - Technology Innovation Management Review Y1 - 2014 A1 - Matthias Gotsch A1 - Christiane Hipp KW - innovation KW - innovation indicator KW - KIBS KW - knowledge-intensive business services KW - trademarks AB - We present an empirical approach to measuring service innovation on the company level through the analysis of trademarks. Prior empirical investigations in several industries have shown that a trademark may be used as an innovation indicator. This article explores the use and relevance of trademarks by conducting a survey in the knowledge-intensive business services (KIBS) industries with 278 participating companies. Our survey results explain the use of trademarks as a way to protect innovation and intellectual property for KIBS. In sum, we show that trademarks can be described as adequate and useful indicators to measure new service innovations in the KIBS industries. Additionally, we show that trademarks have the potential to overcome weaknesses of traditional measurement concepts towards KIBS innovation and might make special surveys redundant in the future. PB - Talent First Network CY - Ottawa VL - 4 UR - http://timreview.ca/article/790 IS - 5 U1 - Fraunhofer Institute for Systems and Innovation Research ISI Matthias Gotsch is a senior researcher in the Competence Center for Industrial and Service Innovations at the Fraunhofer Institute for Systems and Innovation Research ISI in Karlsruhe, Germany. He holds a PhD from Brandenburg Technical University of Cottbus for his research on innovation measurement in the knowledge-intensive services industry and a German university diploma in Industrial Engineering with the focus on industrial business, technology, and innovation management from the University of Erlangen-Nürnberg. He has expertise in service innovations, industrial services, and designing innovative service-based business models and has contributed several papers and articles to the field of service science. U2 - Technical University Cottbus Christiane Hipp is Dean and Professor for Organisation, Human Resource Management and General Management at the Technical University Cottbus, Germany. She received her diploma in Industrial Engineering in 1994 and her PhD in Economics in 1999. From 1995 until 1999. Christiane was a Research Associate at the Fraunhofer Institute for Systems and Innovation Research. She received her postdoctoral lecture qualification in 2005. Her areas of interest include demographical change, service innovation, innovation strategies, intellectual property, and innovation processes. ER -