How to support a standard on a multi-level playing field of standardization: Propositions, strategies and contributions

This paper uses the example of the Electric Vehicle (EV) ecosystem to examine the options that the automotive industry has for participating in standardization. Standardization is part of the genesis of a technology and contributes to the development and propagation of that technology. The perspective of an incumbent of the automotive industry is taken in order to explore and map the basic participation strategies. Standard supporter strategies are illustrated, by way of example, based on the presentation of case studies for the core charging-interface standards. Because standardization participation is determined by industry-specific motives, namely to support a standard via targeted active participation, we incorporate a forum-shopping approach based on the standardization landscape into our considerations. The global multi-level playing field is characterized by diversity, the participation and reciprocal involvement of consortia, competing standard development organizations, boundary spanners as well as political-level involvement for the support of standardization and establishment of innovations. It becomes apparent that it can be necessary for a standards supporter to ensure a high level of diversification in its standardization activities.