Discovering technology opportunities based on the linkage between technology and business areas: matching patents and trademarks

Technology opportunity analysis (TOA) is of great help to technology innovation and R&D strategy of enterprises. Most previous studies of TOA only focused on scientific research or technology development phases, seldom linking technology opportunities to business applications. Using both patent and trademark data, we focused on the linkage of technology and business areas and discovered technology opportunities based on firms’ existing technology base. First, we extracted common product keywords from two data sources to construct document-keyword matrices. Then, we matched patents and trademarks with common keywords to build the relevancy network between technology and the business areas. Finally, we discovered technology opportunities from potential undeveloped business areas, taking into account technology-business relevancy and firms’ technology base. We conducted a case study on 3D printing to test our method.