Firm's Standardisation Strategies within Action Groups: the Role of Lead-Users in Smart Robotics Case Study

This study examines how firms manage the complexities of standardizing complex technologies. Specifically, it explores how firm’s strategy within standardization action groups is handled to balance conflicting goals. It presents two literature framings, the one on multi-mode standardization, and the one based on two dilemmas on the value creation and appropriation. The first dilemma is about solution variety versus compliance with industry standards for creating value. The second dilemma concerns property rights versus technology sharing to appropriate value.