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Vertical disintegration of production and the rise of market for brands

Author

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  • Lechner, Christian
  • Lorenzoni, Gianni
  • Tundis, Enrico

Abstract

The emergence of a market for brands is a relevant economic phenomenon that creates entrepreneurial opportunities. In this research, we explore the relationship between the size of market for brands and the vertical disintegration of production, as antecedent of the rise of market for brands. We take an industry-level perspective and focus on trademark transactions in the US as the empirical setting for our analysis. The results uncover a positive relationship between the degree of industry vertical disintegration and the size of market for brands. We conclude with examples of how a market for brands creates entrepreneurial opportunities.

Suggested Citation

  • Lechner, Christian & Lorenzoni, Gianni & Tundis, Enrico, 2016. "Vertical disintegration of production and the rise of market for brands," Journal of Business Venturing Insights, Elsevier, vol. 6(C), pages 1-6.
    • Handle: RePEc:eee:jobuve:v:6:y:2016:i:c:p:1-6
    DOI: 10.1016/j.jbvi.2016.05.002
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    References listed on IDEAS

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    1. Giovanni B. Ramello, 2006. "What'S In A Sign ? Trademark Law And Economic Theory," Journal of Economic Surveys, Wiley Blackwell, vol. 20(4), pages 547-565, September.
    2. Stuart J.H. Graham & Galen Hancock & Alan C. Marco & Amanda Fila Myers, 2013. "The USPTO Trademark Case Files Dataset: Descriptions, Lessons, and Insights," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 22(4), pages 669-705, December.
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    4. Lybbert, Travis J. & Zolas, Nikolas J., 2014. "Getting patents and economic data to speak to each other: An ‘Algorithmic Links with Probabilities’ approach for joint analyses of patenting and economic activity," Research Policy, Elsevier, vol. 43(3), pages 530-542.
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    6. Carl Benedikt Frey & Atif Ansar & Sacha Wunsch-Vincent, 2014. "Defining and measuring the 'Market for Brands': Are emerging economies catching up?," WIPO Economic Research Working Papers 21, World Intellectual Property Organization - Economics and Statistics Division.
    7. M. A. Adelman, 1955. "Concept and Statistical Measurement of Vertical Integration," NBER Chapters, in: Business Concentration and Price Policy, pages 281-330, National Bureau of Economic Research, Inc.
    8. Travis J. Lybbert & Nikolas J. Zolas & Prantik Bhattacharyya, 2014. "An "Algorithmic Links with Probabilities" Concordance for Trademarks For Disaggregated Analysis of Trademark and Economic Data," WIPO Economic Research Working Papers 14, World Intellectual Property Organization - Economics and Statistics Division.
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    Cited by:

    1. Dazhong Wu & Michael Tannen & Julius Anyu & Sergey Ivanov & Feng Xu, 2023. "Contract manufacturing, market competition, and labor productivity in US manufacturing industries," Operations Management Research, Springer, vol. 16(1), pages 377-390, March.
    2. Giovanna Mariani & Davide Morelli & Leonardo Bartoloni, 2019. "Managing uncertainty in the start-up environment. Is a business plan an incentive or a limitation?," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2019(1), pages 73-96.
    3. Castaldi, Carolina, 2018. "To trademark or not to trademark: The case of the creative and cultural industries," Research Policy, Elsevier, vol. 47(3), pages 606-616.
    4. Alexander Cuntz & Franziska Kaiser, 2020. "Batman forever? The economics of overlapping rights," WIPO Economic Research Working Papers 61, World Intellectual Property Organization - Economics and Statistics Division.
    5. Pankaj C. Patel, 2024. "The impact of trademark intensity on firm performance: Unraveling the role of product market competition, total factor productivity, and SG&A efficiency," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 45(6), pages 3942-3958, September.
    6. Kaiser, Franziska & Cuntz, Alexander & Peukert, Christian, 2023. "Batman forever? The role of trademarks for reuse in the US comics industry," Research Policy, Elsevier, vol. 52(8).

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