Firm’s strategy to innovate in a European transition economy

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Abstract

The aim of this paper is to investigate Albanian registered trademarks to understand the characteristics of a successful trademark in a transition economy. In order to verify the research hypothesis on the characteristics of the trademarks (Crass, Czarnitzki, & Toole, 2019) as key indicator of success, we use linear regression on a dataset set based on taxonomy of the legal status of applications and the registration of the trademarks in Albania. Our empirical analyses are based on data from the DPPI (Drejtoria e Përgjithshme e Pronësisë Industriale), Albanian Central Intellectual Property Office, for the period 1994–2019. The findings show evidence of the choice of the trademark name as a critical success factor as well as the characteristics of the activities, as the trademarks used in different product contests or corporate trademark strategies (Antwi, Carvalho, & Carmo, 2021). These results could be relevant both to firms implementing branding strategies and to analysts or policymakers analysing markets in transition economies.

Keywords: Innovation, Transition Economy, Trademarks, Firm Strategy

Authors’ individual contribution: Conceptualization — S.S. and A.R.G.; Methodology — K.S.; Investigation — S.S., A.R.G., and K.S.; Writing — Original Draft — S.S. and A.R.G.; Writing — Review & Editing — S.S. and A.R.G.; Supervision — S.S.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

Acknowledgements: Financial support for the research, PRA-2019 — University of Foggia, Italy — D.R. n. 932/2019 Disclosure statement.

JEL Classification: L11, L26, O3, O34

Received: 15.12.2021
Accepted: 25.03.2022
Published online: 28.03.2022

How to cite this paper: Spallini, S., Gurrieri, A. R., & Sheu, K. (2022). Firm’s strategy to innovate in a European transition economy. Risk Governance and Control: Financial Markets & Institutions, 12(1), 33–45. https://doi.org/10.22495/rgcv12i1p3