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Identifying new business opportunities from competitor intelligence: An integrated use of patent and trademark databases

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  • Lee, Mingook
  • Lee, Sungjoo

Abstract

This study aims to analyze the position of technology-centered companies in complex market dynamics and discover new business opportunities from competitor intelligence. For this, we consider both technology and market characteristics in providing competitor intelligence by utilizing patent data as a representative proxy for a firm's technology, and trademark data as an information source for the firm's target goods and services. To analyze the two types of data, a collaborative filtering approach together with portfolio analyses and association mining techniques were adopted. Theoretically, this is one of the earliest attempts to combine patent data and trademark data to investigate corporate strategies. In practice, the research results are expected to be used as a decision criterion to diagnose the economic value that companies can obtain by entering the market, as well as the technological value to be passed onto their customers. Thus, the proposed approach can be useful to support effective technology and business strategies in a firm.

Suggested Citation

  • Lee, Mingook & Lee, Sungjoo, 2017. "Identifying new business opportunities from competitor intelligence: An integrated use of patent and trademark databases," Technological Forecasting and Social Change, Elsevier, vol. 119(C), pages 170-183.
  • Handle: RePEc:eee:tefoso:v:119:y:2017:i:c:p:170-183
    DOI: 10.1016/j.techfore.2017.03.026
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    Citations

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    Cited by:

    1. Jungpyo Lee & So Young Sohn, 2021. "Recommendation system for technology convergence opportunities based on self-supervised representation learning," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(1), pages 1-25, January.
    2. Ardito, Lorenzo & Ernst, Holger & Messeni Petruzzelli, Antonio, 2020. "The interplay between technology characteristics, R&D internationalisation, and new product introduction: Empirical evidence from the energy conservation sector," Technovation, Elsevier, vol. 96.
    3. Aaldering, Lukas Jan & Leker, Jens & Song, Chie Hoon, 2019. "Uncovering the dynamics of market convergence through M&A," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 95-114.
    4. Changyong Lee & Gyumin Lee, 2019. "Technology opportunity analysis based on recombinant search: patent landscape analysis for idea generation," Scientometrics, Springer;Akadémiai Kiadó, vol. 121(2), pages 603-632, November.

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