Malerba, FrancoSchumacher, Harm-Julian2016-06-152016-06-152016-03-222016http://hdl.handle.net/10400.14/20166This paper examines the potential application of trademarks as a complementary indicator of innovation. Recent innovation literature finds a correlation between innovation and usage pattern of trademarks. Especially for the service industry this new approach offers potential since R&D and patents indicators do not capture innovation in these sectors. To understand the relationships between trademarks and innovation the German pharmaceutical and ITservice industries were studied. As a proxy for innovation sales and employment growth were introduced. The impact of filing a trademark was then compared with a control group and correlations with patents examined. The results show that trademarks indeed can be used as an indicator of innovation; however, with some limitations. While IT-service companies show a strong relationship between trademarks and growth, the results for the pharmaceutical industry are ambiguous and need to be further examined.engmaster thesis201181843