Patent-trademark linking framework for business competition analysis

Abstract

A major concern of technology-based firms (TBFs) is gaining a competitive edge, for which TBFs develop technologies to embed in their products and services to differentiate themselves from their competitors. TBFs that share similar products or services must compete against each other, which means that business competition among TBFs should be conducted at the product and service levels. However, faced with challenges in obtaining information of the products and services for which TBFs apply their own technologies, previous studies have not thoroughly analyzed the business competition from the perspectives of products and services. Therefore, this study proposes a framework to better understand the business competition among TBFs by linking their business areas and technologies, which refer to products and services in their trademarks, and the technologies described in their patents, respectively. This framework provides the identification of technology-based business portfolios and an understanding of the business competition from both an overall business perspective and within specific areas, considering the technological capabilities and business willingness of the TBFs. This study academically contributes as the first study to conduct a business competition analysis at the product and service levels and industrially contributes by suggesting a systematic process that will help in understanding the rapidly evolving business competition environment.