01547nas a2200217   4500008004100000022001400041245008400055210006900139260004200208300001000250490000600260520087900266653001501145653002501160653000901185653004201194653001501236100002101251700002101272856003601293       2014                        eng d  a1927-032100aUsing Trademarks to Measure Innovation in Knowledge-Intensive Business Services0 aUsing Trademarks to Measure Innovation in KnowledgeIntensive Bus  aOttawabTalent First Networkc05/2014  a18-300 v43 aWe present an empirical approach to measuring service innovation on the company level through the analysis of trademarks. Prior empirical investigations in several industries have shown that a trademark may be used as an innovation indicator. This article explores the use and relevance of trademarks by conducting a survey in the knowledge-intensive business services (KIBS) industries with 278 participating companies. Our survey results explain the use of trademarks as a way to protect innovation and intellectual property for KIBS. In sum, we show that trademarks can be described as adequate and useful indicators to measure new service innovations in the KIBS industries. Additionally, we show that trademarks have the potential to overcome weaknesses of traditional measurement concepts towards KIBS innovation and might make special surveys redundant in the future.10ainnovation10ainnovation indicator10aKIBS10aknowledge-intensive business services10atrademarks1 aGotsch, Matthias1 aHipp, Christiane  uhttp://timreview.ca/article/790