Industrywide technical product standards

Technology, by its very nature, creates a high degree of interdependence in the industrial marketplace. Customers buy products for use with other products in a production system. The consequent requirement for technical compatibility constrains managers' freedom in developing products and marketing programmes. lndustrywide product standards, and the process of setting them, play a complex and little discussed role in enabling managers to deal with these constraints. This article provides a market-based examination of product standards and that role.