Year
2000
Abstract
This chapter first explains the difference between norms and standards, and proposes then a typology : norms and standards of comparison, of quality and of compatibility. The second type has a comforting effect on consumers that is favorable to innovation. On the other hand, compatibility norms and standards can have a paradoxical effect: compatibility with an established standard can favor the entry of a new product on the market, but an exclusive standard is also a strategic weapon in order to exclude innovative products from the market.
LE NAGARD, E. (2000). Le rôle des standards et des normes dans l’adoption des nouveaux produits. Dans: De l’idée au marché. Innovation et lancement de produits. 1st ed. Vuibert, pp. 227-242.