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Increasing the Diffusion of Communication Standards - A General Simulation Framework from the Vendor’s Perspective

Ackermann, Tobias and Widjaja, Thomas and Buxmann, Peter (2009):
Increasing the Diffusion of Communication Standards - A General Simulation Framework from the Vendor’s Perspective.
In: Proceedings of the 6th International Conference on Standardization and Innovation in Information Technology (SIIT 2009), In: International Conference on Standardization and Innovation in Information Technology (SIIT), Tokio (Japan), September 8-10, 2009, [Conference or Workshop Item]

Abstract

This paper addresses to which extent the potential adopters’ influence varies regarding the success of a communication standard during the diffusion. We take the perspective of the standards supplier, and examine how to identify the “strategically” most important actors. Those actors could be addressed with focused initiatives, e.g., specialized advertising or price discounts in order to ensure that they choose the “right” standard. Our research is based on the established decentralized Standardization Problem (SP) and we use a simulation-based approach. We conclude that the extent to which the influence on the diffusion of a communication standard varies, depends highly on the concrete cost and utility constellations. Another result is that there are various situations in which it is not the best choice to “persuade” the actor who exchanges the most information with the other actors to adopt the communication standard. Based on this observation, we propose the “surprise heuristic”, which can support the standard’s supplier in identifying important actors.

Item Type: Conference or Workshop Item
Erschienen: 2009
Creators: Ackermann, Tobias and Widjaja, Thomas and Buxmann, Peter
Title: Increasing the Diffusion of Communication Standards - A General Simulation Framework from the Vendor’s Perspective
Language: English
Abstract:

This paper addresses to which extent the potential adopters’ influence varies regarding the success of a communication standard during the diffusion. We take the perspective of the standards supplier, and examine how to identify the “strategically” most important actors. Those actors could be addressed with focused initiatives, e.g., specialized advertising or price discounts in order to ensure that they choose the “right” standard. Our research is based on the established decentralized Standardization Problem (SP) and we use a simulation-based approach. We conclude that the extent to which the influence on the diffusion of a communication standard varies, depends highly on the concrete cost and utility constellations. Another result is that there are various situations in which it is not the best choice to “persuade” the actor who exchanges the most information with the other actors to adopt the communication standard. Based on this observation, we propose the “surprise heuristic”, which can support the standard’s supplier in identifying important actors.

Title of Book: Proceedings of the 6th International Conference on Standardization and Innovation in Information Technology (SIIT 2009)
Divisions: 01 Department of Law and Economics
01 Department of Law and Economics > Betriebswirtschaftliche Fachgebiete
01 Department of Law and Economics > Betriebswirtschaftliche Fachgebiete > Information Systems
Event Title: International Conference on Standardization and Innovation in Information Technology (SIIT)
Event Location: Tokio (Japan)
Event Dates: September 8-10, 2009
Date Deposited: 29 Sep 2009 12:24
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