The recently chosen digital video standard: Playing the game within the game

Onno Lint*, Enrico Pennings

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

13 Citations (Scopus)


In the recent process leading to the agreement on the digital versatile disc two product standards have been developed: one by Philips and Sony, and the other by Toshiba and Time Warner. Three actions in the process of standardization have startled business analysts. First, Matsushita's choice to support the Toshiba-Time Warner standard. Second, Sony's statement to unconditionally market the standard developed with Philips. Third, the unexpected agreement between parties on a uniform standard. We show that these moves in the game concerning the digital video standard should be viewed as a game within a larger game. The larger game encompasses the players' interest beyond the digital technology. We develop and apply a straightforward managerial framework for product standardization games that supports managers looking beyond the small game.

Original languageEnglish
Pages (from-to)297-306
Number of pages10
Issue number4
Publication statusPublished - Apr 2003

Bibliographical note

Funding Information:
This research has been supported by a Grant from the Netherlands Technology Foundation (STW).


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