Abstracts
Abstract
This paper deals with brand equity as a way to complement patents and other technological assets in technology intensive industries. The longitudinal case of Bayer Aspirin is presented. The discussion suggests that while Hi-tech start-ups build a competitive advantage through technology, they can also use this early period to build significant brand equity at limited marketing costs. In turn this brand equity may become increasingly important as the technology life-cycle unfolds. When the next technological revolution strikes, brands may serve as a shield to help the now well-established firms survive through the change.
Keywords:
- Brands,
- patents,
- technological innovation,
- interdependencies,
- life cycle,
- protection of innovation,
- aspirin
Résumé
Cet article est consacré aux marques comme moyen de compléter les brevets pour extraire la rente attendue de l’innovation. Le cas longitudinal de l’aspirine de Bayer est présenté et discuté. Il apparaît que si les start-ups de haute technologie fondent leur avantage concurrentiel sur la technologie, elles peuvent aussi, dès l’origine, construire une marque au moindre coût. Au fur et à mesure du cycle de vie de la technologie, l’importance de la marque va aller croissante. Quand une révolution technologique sonnera la fin de cycle, la marque pourra opérer comme un bouclier pour aider l’entreprise maintenant établie à survivre au changement.
Mots-clés :
- Marques,
- Brevets,
- innovation technologique,
- interdépendances,
- cycle de vie,
- protection de l’innovation,
- aspirine
Resumen
Este artículo se consagra a las marcas como medio de completar las patentes para extraer los ingresos esperados de la innovación. Se presenta y se discute el caso longitudinal de la aspirina de Bayer. Si los start-ups de alta tecnología fundan su ventaja competitiva sobre la tecnología, pueden también, desde el principio, construir una marca casi sin coste. A medida del ciclo de vida de la tecnología, la importancia de la marca va a ir creciendo. Cuando una revolución tecnológica sonará el final del ciclo, la marca podrá operar como un escudo para ayudar a la empresa (ahora establecida) a sobrevivir al cambio.
Palabras clave:
- marcas,
- patentes,
- innovación tecnológica,
- interdependencias,
- ciclo de vida,
- protección de la innovación,
- aspirina
Appendices
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