해외시장에서의 상표무단선점이 기업장기성과에 미치는 영향 분석 : 기업의 해외특허권과 지식재산 보호역량에 따른 상표선점 피해완화방안

초록

The number of infringement cases involving Korean trademarks in foreign markets—including China, Indonesia, and Thailand—has increased over the past decade. However, no prior study has empirically investigated this issue using extensive data. To address this gap, we utilize unique data on overseas trademark infringement cases from January 2017 to December 2023 and construct a panel of 527 Korean firms. Through regression analysis, we examine whether the illegal trademark squatting in foreign markets affects firms' stock market valuations. We specifically hypothesize that the negative consequences of trademark infringement can be mitigated by firms’ effective IP strategies and strong IP protection capabilities. Our findings show that firms with infringed trademarks exhibit lower market values than those without. However, this negative effect is reduced when firms hold patent rights in the countries where the trademark infringement occurred and when they possess strong IP protection capabilities. These results suggest that trademarks and patents are complementary, and that the actual damage caused by trademark infringement depends on the firm’s level of IP protection capability. Overall, our findings imply that firms should be more proactive in protecting their foreign trademarks and should make substantial investments to achieve this goal.

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