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基于社会网络理论,采用纵向案例研究方法,考察了技术标准开发前技术发起者的网络模式对标准联盟及主导设计产生的影响。通过对激光光盘行业BD vs.HD DVD标准竞争的案例研究发现,网络中心性较高的技术发起者能够吸引更多潜在的技术支持者,从而有助于扩大标准联盟规模和多元性;技术发起者的网络关系特征对标准联盟规模的影响,取决于网络关系强度及标准联盟所处的不同阶段:在标准联盟演化的早期阶段,技术发起者能够吸引与之具有强联系的潜在支持者加入标准联盟;在标准联盟演化的后期阶段,随着技术标准竞争态势的变化,即使技术发起者与潜在支持者之间存在强联系,这种联结关系也可能在“赢者通吃”的标准竞争中受到机会主义行为的威胁。本文结论对于理解主导设计产生以及参与标准竞争的技术发起者具有重要的理论和实践指导意义。
Based on social network theory, this paper uses longitudinal case studies to examine the impact of the network model of technology sponsors on the standard alliance and leading design. A case study of competition for the BD vs. HD DVD standard in the laser disc industry found that technology-centric promoters can attract more potential tech supporters, helping to expand the size and diversity of the standard alliance; technology launch The effect of network-related characteristics on the size of a standard alliance depends on the strength of the network’s relationship and the different stages in which the standard coalition is located: in the early stages of the evolution of the standard coalition, technology sponsors can attract prospective backers with strong ties with them Alliances; and in the later phases of the standard coalition evolution, as the competitive trend of technology standards changes, even though there is a strong relationship between technology sponsors and potential backers, such ties may be at the “winner-take-all” standard Competition is threatened by opportunistic behavior. The conclusion of this paper is of great theoretical and practical significance for understanding the originator of the dominant design and the technology sponsor participating in the standard competition.