国际新创企业的市场扩张与知识产权战略

Market expansion and intellectual property right strategies of international new ventures

基于一项革命性技术的国际新创企业(knowledge-based International New Venture,KINV)是否能够、如何在有限的时间内扩张成为稳定的全球化企业,采取怎样的知识产权战略,在理论上和实践中未得到很好解答。本文对成功实现全球化的国际新创企业Wacom进行纵贯研究,通过商标数据获得市场扩张路径,结合海外分公司的设立过程,以及在各国的专利申请、实施,发现KINV有可能在有限的时间内实现市场的全球化,为此需要分析和理清行业内的领先市场、非领先市场、容量大的重要市场,然后依据企业的技术优势和所拥有的资源,设计市场扩张路径、在各个市场的进入模式、专利战略。

It is not theoretically and practically answered whether knowledge - based international new ventures （KINVs） can de- velop into global operating finns within a limited period of time, how and with what IP strategies they can achieve such a success. Conducting an in - depth case study of Wacom, the global leader of graphical tablets, we address the process of this KNIV be- coming a global player by adopting intellectual property strategies. We track its market expansion using longitudinal trademark da- ta, patent data, and information on establishing foreign subsidiaries and the financial performance. Our findings show that Wacom has achieved large scale global operations in lead and lag markets by integrating low - and high - commitment entry modes, and appropriate intellectual property strategies.