Predatory Strategies in Standards Wars: On Creating Fear, Uncertainty, and Doubt

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Author(s): Tineke Mirjam Egyedi (Delft Institute for Research on Standardization, The Netherlands)and Anique Hommels (Maastricht University, The Netherlands)
Copyright: 2016
Pages: 19
Source title: Effective Standardization Management in Corporate Settings
Source Author(s)/Editor(s): Kai Jakobs (RWTH Aachen University, Germany)
DOI: 10.4018/978-1-4666-9737-9.ch015

Keywords: Business Information Systems / Business Science Reference / Computer Science & IT / IT Policy & Standardization

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Abstract

In standards wars, FUD (Fear, Uncertainty and Doubt) is sometimes created to weaken the opponent's market position. Little is known about these strategies, their use in committee standardization settings and how to respond to them. This chapter explores this phenomenon. It (1) identifies various FUD strategies, (2) their context of emergence, and (3) their effect on the dynamics of a standards war in a historical case study: the European standards war on digital mobile radio communication in the 1990s. The study highlights the need to distinguish ‘FUD as perceived' from ‘FUD as intended'. FUD strategies and case-specific characteristics of their emergence are illustrated. The chapter shows that perceived FUD polarizes and entrenches positions of warring parties thereby affecting the course of the standards war. The authors conclude that, given its impact, reflection by corporate standardization managers on (perceived) FUD, preclusion, counter-strategies and the downscaling of standards wars is warranted.

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Predatory Strategies in Standards Wars: On Creating Fear, Uncertainty, and Doubt

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