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Contextual And Tactical Changes In Standards Wars: What Consequences For "Winners"?

Author

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  • ARNAUD X. VARÉ

    (Chair of Technology and Operations Management (TOM), College of Management of Technology (CDM), Ecole Polytechnique Fédérale de Lausanne (EPFL), CH – 1015 Lausanne, Switzerland)

  • RALF W. SEIFERT

    (Chair of Technology and Operations Management (TOM), College of Management of Technology (CDM), Ecole Polytechnique Fédérale de Lausanne (EPFL), CH – 1015 Lausanne, Switzerland;
    IMD – International Institute for Management Development, Chemin de Bellerive 23, CH – 1001 Lausanne, Switzerland)

Abstract

Over the last decades, battles for technological dominance between competing technologies have had a significant impact on many industries. In this paper, we investigate how the fast-moving technology environment influences the tactical choices of companies trying to establish their products as de facto standards. We analyze contextual changes in the evolution of standards wars using a literature survey supported by three integrated case studies. We develop the portfolio of tactics that competing companies should apply in the management of emerging standards wars, composed both of traditional and new deployment tactics. We demonstrate that contextual and tactical changes heighten the pressures on timing and the competition exposure in today's standards competitions. As a consequence, it becomes more difficult for an alleged "winner" to "take all" in the marketplace.

Suggested Citation

  • Arnaud X. Varé & Ralf W. Seifert, 2008. "Contextual And Tactical Changes In Standards Wars: What Consequences For "Winners"?," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 5(04), pages 447-474.
    • Handle: RePEc:wsi:ijitmx:v:05:y:2008:i:04:n:s0219877008001485
    DOI: 10.1142/S0219877008001485
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    References listed on IDEAS

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    1. Greenstein,Shane & Stango,Victor (ed.), 2006. "Standards and Public Policy," Cambridge Books, Cambridge University Press, number 9780521864503, September.
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