Organization Strategy and Products Based on Technical Standards

Organizations producing products based on technical standards are interested in the factors that influence a customers’ intention to adopt that product, and accordingly that standard. In general, standards-based products are expected to be affected by factors similar to those that affect ordinary innovations, as described in Rogers’ Diffusion of Innovations with the addition of a few factors including existence of complementary products, perception of an installed base, perception of the importance of the standard, and the risk of failure of the standard. Additionally, this research examines how these newly identified factors affect organizational strategies. Depending on the perceptions of the customer, the organizations can choose a number of strategies along the Strategy Continuum to meet the needs of the customer while maximizing the gains of the organization.