营销科学学报

• 论文 •    

高管营销职业背景对公司商标品牌管理重要吗

陈超 ,罗蓉曦   

  1. 陈超,复旦大学管理学院教授,E-mail:chen_chao@fudan.edu.cn。
    罗蓉曦,复旦大学管理学院博士研究生,E-mail:rongxiluo@foxmail.com。
  • 出版日期:2018-12-01 发布日期:2019-01-01
  • 基金资助:

    本研究得到国家自然科学基金面上项目(71472048;71772050)的资助,特此致谢。

Does Executive Marketing Background Matter to Corporate Brand and Trademark Management

Chen Chao, Luo Rongxi   

  1. Chen Chao,School of Management, Fudan University
    Luo Rongxi,School of Management, Fudan University
  • Online:2018-12-01 Published:2019-01-01

摘要:

经历了多年来从“中国制造”到“中国创造”的经济转型,国务院批准自2017年起,每年5月10日定为“中国品牌日”,体现了我国实施品牌战略与全面开启自主品牌发展的新局面。作为公司参与市场竞争的基本要素,商标不仅为公司打造自身品牌提供了法律保障,也能体现公司在品牌建设方面所做的尝试和努力,商标与品牌有着密不可分的关系。本研究首次利用中国上市公司的商标申请数据考察了高管团队市场营销职业背景对公司商标品牌管理行为的影响。研究结果发现:高管团队中具有市场营销职业背景的高管比例越高,公司商标申请数量越多。进一步研究发现,高管团队市场营销职业背景对公司商标申请数量的正向影响在非国有企业、专利产出较多和CEO具有市场营销职业背景的样本公司中更明显,表明当高管团队能发挥更大作用、公司创新能力更强以及团队协作更好的情况下,高管团队的市场营销职业背景对公司商标申请数量的促进作用更强。

关键词: 高管职业背景, 商标申请, 高层梯队理论, 商标品牌管理

Abstract:

With many years’ economic transformation from “Made in China” to “Create in China”, the State Council has set May 10 as “China Brand Day” of each year since 2017. This action indicates the implementation of brand strategy and the new national policy of promoting China’s brands. This study uses the trademark application data of Chinese listed companies to examine the influence of top management team (TMT) marketing background on trademark and brand output. Our results show that the higher the proportion of executives with marketing background in TMT, the more the number of trademark applications. Furthermore, we document that the positive impact of TMT marketing  background on the number of trademark applications is more pronounced in non-state-owned enterprises, companies with more patent output and companies whose CEO has marketing background, indicating that when TMT can play a bigger role, companies have better innovation ability and team collaboration is more efficient, the promoting role of TMT marketing background on the number of corporate trademark applications will be stronger.

Key words: Executive functional background, Trademark application, Upper Echelons Theory, Trademark and brand management