Abstract
The use of trademark data in innovation studies is in its infancy. Patent statistics and R&D expenses are still preferred as innovation indicators, while the results of the first empirical studies into trademarks are promising. However, since there is no one-to-one relationship between new trademarks and innovation, the use of raw trademark counts has important drawbacks, in particular in firm-level studies. Therefore, in this paper we exploit data recorded in trademark databases and matched data collected with the TIS survey to study the reference of novel Benelux and Community trademarks to product and service innovation. We also take the level of newness of the innovations into account. Overall we conclude that the value of trademark data for studying innovation increases when they are combined with data from other sources. This is particularly true when trademarks are used to study radical versus incremental innovation.
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