Upstream, Downstream: Diffusion and Impacts of the Universal Product Code

We study the adoption, diffusion, and impacts of Universal Product Code (UPC) between 1975 1992, during initial years barcode system. find evidence network effects in diffusion process. Matched-sample difference-in-difference estimates show that firm size trademark registrations increase following UPC adoption by manufacturers. Industry-level import penetration also increases with domestic adoption. Our findings suggest barcodes, scanning, related technologies helped stimulate variety-enhancing product innovation encourage growth international retail supply chains.