1. Trademarks as Indicators for knowledge-intensive services Ulrich Schmoch Stephan Gauch Fraunhofer Institute for Systems and Innovation Research stephan.gauch@isi.fraunhofer.de

2. Trademarks as Indicators for Service Innovation Services become increasingly important and influence technological competitiveness Trademarks are mostly used as Indicators on Microlevel (e.g CIS) Most Indicators that can be used to describe services are only limited available In Europe services can not be patented Problem to measure competitiveness in product-accompanying services and value-added services

3. Marks Market

4. State of the art in mark analysis  Djellal & Gallouj (2001)  Schmoch (2002, 2003, 2004)  Gatrell & Ceh (2003)  Mendonca, Pereira & Godinho (2004)  Greenhalgh & Rogers (2005, 2006)  Gauch (2005)  Davis (2006)  Magani (2006)  Livesey & Moultrie (2008) ...

5. Criteria for trademarks as indicators for innovation (Schmoch 2003) Significant Correlation between trademark activity and innovation activites (in services) Sufficient number of observations (applications) to conduct statistical analysis Databases Sufficient level of granularity to conduct detailed analyses Potential to conduct comparative (cross-national) analyses

6. Share of German enterprises (in percentages) using patents or marks SectorPatentsMarks Manufacturing2016 Total services68 Wholesale trade918 Retail trade13 Transport, postal services12 Finance, insurance110 Data-processing, telecommunications712 Technical services2013 Consulting25 Renting715 Other services116 Source: Computation by Christian Rammer (ZEW), based on data of the Mannheimer Innovationspanel, 2000

7. Analysis of the impact of different variables on innovation in knowledge-intensive services (Germany) SectorIndicatorCorrelation ManufacturingPatentsHighly significant MarksHighly significant All services (without trade)MarksSignificant Technology-oriented servicesPatentsHighly significant MarksLow significance Knowledge-intensive servicesPatentsLow significance MarksSignificant Source: Computation by Christian Rammer (ZEW), based on data of the Mannheimer Innovationspanel, 2000

8. Methodological Problems  IR vs. CTM  Relationship of innovation in manufacturing vs. services  Level of Abstraction mostly rather high

9. Distribution of filings of IR and CTM trademarks for selected countries (2003-2005)

10. CT M IR

11. Trademark Applications in Switzerland between 1990 and 2003 by Regime

12. Level of Abstraction Country level "Fields" Products vs. Services Classes ? Incl. overlap

13. FieldNice Class Chemistry1, 2, 3, 4, 13 Pharmacy5 Metal Products6 Machinery7, 8 Electronics9, 14 Medical Technology10 Electrical Devices11 Vehicles12 Management35 Finance36 Repair37 Telecommunications38 Transport39 Material Treatment40 Entertainment41 Other services42 (43, 44, 45) Products Services

14. Share of pure product and service marks and mixed marks

15. Specialisation of EU and IR trademarks for selected countries of product, service and product/service trademarks in 2003/2005 RMA = 100 tanh ln  (Mij / Σi Mij) / (Σj Mj / Σij Mij) 

16. Specialization profiles in pure service marks and mixed product-servicemarks for selected countries in 2003-2005 DEUSJPFRUKCHCASEITNLFIKR Pure Service Marks Management-82-92-930-78-6-133931-71 Finance-194-91-194321-21-22519-24-14 Repair0-36-64148-19614-312976-19 Telecommunications-12-16-9451-7-23-8-2121-5316-17 Transport0-28-86843-29-2520-284112-85 Material Treatment1-9-591415-71529-3224-335 Entertainment-148-826333-8-11-6-221-41 Other services-91-77-627-3-9-1471241-22 Mixed Product-service Marks Management-4-41-712-32-16-231-2919 Finance5-3-55-12201-23-222-11-66-17 Repair13-45212-14-102023151037-49 Telecommunications-6-9-5736-5-20-2466-2266 Transport5-61-6828-911-41-112032-14-49 Material Treatment3-2514 -2134313-146142 Entertainment-232038-224-714-20-16-17546 Other services89-12-9 335-16-43-20

17. The Problem of the Nice Classifcation Nice Class 9: Scientific, nautical, surveying, photographic, cinematographic, optical, weighing, measuring, signalling, checking (supervision), life-saving and teaching apparatus and instruments; apparatus and instruments for conducting, switching, transforming, accumulating, regulating or controlling electricity; apparatus for recording, transmission or reproduction of sound or images; magnetic data carriers, recording discs; automatic vending machines and mechanisms for coin-operated apparatus; cash registers, calculating machines, data processing equipment and computers; fire-extinguishing apparatus.

18. The Problem of the Nice Classifcation Nice Class 42: Scientific and technological services and research and design relating thereto; industrial analysis and research services; design and development of computer hardware and software; legal services. Solution: Using additional keyword based strategies on the "Goods and Services"-Field in Trademarks

19. Example The case of IT-related services

20. Shares of IT related trademarks for selected countries for 1996/1997 and 2002/2003 by total

21. Share of CTM and IR IT related marks between 1996 and 2003 for Germany and the US

22. Specialization profile of IT-related mark filings differentiated by pure service and mixed product-service marks for selected countries in 2003-2005

26. Discussion Trademarks are suitable innovation (output) indicators for services! To draw comparative conclusions "Meta Office" analyses have to be conducted! Merging marks from OHIM and WIPO into "families" To draw sector-based conclusions keyword-based strategies are necessary! Relation of patents and trademarks in the US (complementary vs. substitutive?) Potential of analyzing the evolution of co-classification patterns over time Thank you!