Abstract-Band - Fakultät für Informatik, TU Wien - Technische ...

esearch questions about the appropriateness of trademarks as innovation
indicator and the revelation of factors which influence firms trademarking
behaviour are discussed in detail. Within an extensive literature analysis
trademarks are analysed from three different literature strands marketing,
strategic and innovation literature. Further descriptive statistics of the Community
Trademark Database are conducted. Methodologically the empirical part of
the study is based on qualitative interviews of Austrian firms. The sample of
interviewed firms is carefully selected from the Community Trademark Database
with the assistance of a multiple criteria catalogue, drawn up from insights
of the literature and statistical analysis. Thereby a qualitative assessment of the
relationship between innovation and trademark registration has been undertaken.
Furthermore multiple factors of trademarking behaviour for innovations
could be qualitatively observed and a framework for assessing innovative
trademarking behaviour, which consists of factors of the competitive environment
and internal firm factors, is proposed.
Stefan Zimper
Alignment of process, product and organisational innovations in the
manufacturing industry
Studium: Masterstudium Business Informatics
BetreuerIn: Privatdoz. Dr. Karl-Heinz Leitner
Innovation is considered the base for economic success, what requires an
active managerial commitment to establish environmental conditions that
facilitate innovative behaviour and therefore ensure a sustainable existence of
the firm. However, there is much debate in the literature whether companies
should focus on one form of innovation or combine different innovative
activities at the same time. Only a few publications have focussed on this multidimensional
and combinatory perspective of innovation strategy yet, whereas
less empirical studies have been conducted so far that also took financial
performance into consideration. Based on broad recent empirical data of the
European Manufacturing Survey (EMS) 2009 and 2012 for Austria this thesis
should provide insight into the innovation strategy financial performance
relation to find out if companies that focus on more dimensions of innovation
actually achieve better financial results. Furthermore it is a focus of this work to
assess factors that significantly influence strategic innovation choices and to
find out whether industry classification also plays an important role in that
sense. The literature research as well as the empirical part of this thesis
highlighted that a more comprehensive view of innovation within the firm is
needed, to properly react to environmental changes and ensure a sustainable
existence of the firm. This paper found many determinants of firms innovative
behaviour, whereas competitive/industry environment and international
orientation have been identified as key factors influencing the choice of an
appropriate innovation strategy. As a last key result it has been observed that
companies that distribute their efforts across all types of innovations are likely
to achieve better financial performance in terms of profitability.
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