À la recherche du design dominant

Dominique Jolly

Revue française de gestion, 2008, vol. n° 182, issue 2, 13-31

Abstract: A dominant design is defined as the standard that won a battle amongst different standards in an emerging business. Customers are the arbitrators of this fight. Competitive conditions that prevail before and after the emergence of a dominant design are examined. Seven strategies for building a dominant design are presented. Four are targeting customers, two are directed towards competitors, and the last one consists into lobbying public normalisation bodies. None of these strategies is better than the others. Each has its advantages and its drawbacks. They can be combined. The choice of strategies to implement is a function of the nature of the business, the company?s competitive position and the values and attitudes of its managers.

Date: 2008
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