The standard setter's dilemma: Standards and strategies for new technology in a dynamic environment

Most studies of technology standardization focus on the macro effects of standardization and ignore the key role that standards play in developing corporate marketing strategy. Many companies have won the standards battle only to quickly become the target for competitors, a problem called the standa...

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Bibliographic Details
Published in:Industrial marketing management 1994, Vol.23 (3), p.181-190
Main Author: Rosen, Barry N.
Format: Article
Language:English
Online Access:Get full text
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Summary:Most studies of technology standardization focus on the macro effects of standardization and ignore the key role that standards play in developing corporate marketing strategy. Many companies have won the standards battle only to quickly become the target for competitors, a problem called the standard setter's dilemma. This article examines how the standards issue shapes a firm's strategic choices and presents a set of strategies that firms can use in diffusing and controlling their technologies.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(94)90031-0