An approach for sponsor’s strategy development in standards war

Abstract

The goal of this study is to create an approach for standard sponsor’s strategy development id standards wars. In order to fulfill this goal three tasks were set: create a conceptual framework for strategy development based on analysis of contemporary literature; create an extended framework and methodology for standard sponsor’s strategy development in standards war; test the approach on actual case from home entertainment industry. Analysis of existing frameworks and other related literature revealed key strategy development factors and showed that currently no applicable and exhaustive model exist. Conceptual and extended frameworks were created in order to close this gap. Based on these frameworks and revealed factors influence mechanisms a methodology for strategy development was created and tested based on the case of Blu-Ray vs. HD-DVD standards war. Empirical evidence of approach applicability was provided through comparison of tactics suggested by the approach with observed tactics of the winning standard sponsor. Peculiarities of home entertainment industry were identified. This result can be used in upcoming standards wars within the industry, in particular for the standards war between KeyChest and UltraViolet standards for digital rights libraries.