Research on partner selection mechanism of technological standard alliance: From the perspective of network embeddedness

Under the background of networking, enterprises obtain such alliance resources as technology and knowledge in technical standard alliance and gain constant competitive advantages by means of “embedding”. Partner selection has become a significant factor and key step in the successful operation of technical standard alliance. However, there will be, due to “paradox” in relational embedding, certain deviation in analyzing the impact of partnership on alliance without due consideration of organization´s resources and the environment it is in. Therefore, it is possible to resolve the mystery of “paradox” in network by including network embedding into analysis framework to examine the member relationship in technical standard alliance. In line with the logical order of “selection of alliance partner-context of network embedding -technical standard alliance performance”, influencing factors and functional mechanism of partners selection in technical standard alliance are analyzed and impact of alliance partnership on standard alliance performance is explored in the paper. First, partnership selection model is established for technical standard alliance based in the context of network embedding by such means as literature research, exploratory case study and social network analysis. Second, the essential factors of partner selection are identified, and the path of partner selection affecting technical standard alliance performance by using Structural Equation Model. At last, the paper makes targeted recommendations so as to help both increase operational efficiency of standards alliance and decrease cooperation risk of enterprises in alliance.