When less family is more: Trademark acquisition, family ownership, and internationalization

This study examines the relationship between international performance and the orientation of the firm towards trademark acquisition, and discusses family ownership as a moderator of this association. We conceptualize our study along three interrelated lines of ‘openness’ i.e. openness towards external resources, openness of governance, and openness towards international markets. The empirical investigation relies on a panel data analysis over four years, and on a cross-industry sample of European listed companies consisting of 712 observations. Our outcomes reveal that the attitude of the company to enrich the brand portfolio with externally developed trademarks is positively associated with the firms’ international performance. We also find that this relationship is moderated by family ownership. “Less family is more”: we find a positive relationship of openness towards trademark acquisitions with the firms’ international performance, which decreases with the presence of a family in a dominant position.