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

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

Tineke Mirjam Egyedi, Anique Hommels
Copyright: © 2016 |Pages: 19
ISBN13: 9781466697379|ISBN10: 1466697377|EISBN13: 9781466697386
DOI: 10.4018/978-1-4666-9737-9.ch015
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MLA

Egyedi, Tineke Mirjam, and Anique Hommels. "Predatory Strategies in Standards Wars: On Creating Fear, Uncertainty, and Doubt." Effective Standardization Management in Corporate Settings, edited by Kai Jakobs, IGI Global, 2016, pp. 333-351. https://doi.org/10.4018/978-1-4666-9737-9.ch015

APA

Egyedi, T. M. & Hommels, A. (2016). Predatory Strategies in Standards Wars: On Creating Fear, Uncertainty, and Doubt. In K. Jakobs (Ed.), Effective Standardization Management in Corporate Settings (pp. 333-351). IGI Global. https://doi.org/10.4018/978-1-4666-9737-9.ch015

Chicago

Egyedi, Tineke Mirjam, and Anique Hommels. "Predatory Strategies in Standards Wars: On Creating Fear, Uncertainty, and Doubt." In Effective Standardization Management in Corporate Settings, edited by Kai Jakobs, 333-351. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9737-9.ch015

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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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