The role of institutional entrepreneurship in standard wars:
the case of Blu-ray Disc
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Abstract
The study is to use institutional entrepreneurship perspective to complement the
functionalist’s viewpoint to understand the process underlying collective action in a
mature eco-system and how institutional entrepreneurs manage critical stakeholder
relations, collective action and discursive activities in technical standard change
processes. The standard war of Sony Blu-ray Disc vs. Toshiba HD DVD is used as a
critical and intrinsic case. The functionalist’s viewpoints have paid much attentions to
the numbers of customers adopting new technologies, and etc. By means of institutional
entrepreneurship perspective, it claims that it does not matter about the number and
amount, but it does matter about how focal firms make the markets believe that they
have the abilities to win standard wars. The study further claims that the variables
studied in functionalist’s viewpoint also have the meanings of institutional
entrepreneurship perspective. Moreover, the BD and HD DVD standards are
incremental innovations in a mature field where there are many things are settled down.
Focal firms can easily forecast the expectations of the dominant institutional logics. The
study contributes that institutional entrepreneurship perspective still provides the
process insight to complement the functionalist’s viewpoint. This perspective can be
applied in emerging field, where it is no dominant logics and the innovations are likely
to be radical. The BD case represents a critical case. It can makes possible naturalistic
generalization to other similar contexts. Eisenhardt’s principles are used to build theory
from the case study. I borrowed techniques of open coding to analyze the data. The
findings show that collective action (including critical stakeholder management and
structuring collaboration capabilities) and discursive activities are the central features of
institutional entrepreneurship. They have mutual relationship with the institutional entrepreneur’s resources (power and legitimacy). Furthermore, good collective action
and discursive activities can lead to network effects and product performance