Abstract
Given the dyadic relationship in terms of consensus standards between users and suppliers, there exists a structural conflict between the two sides regarding the standard domain of openness in sharing technology. However, existing studies on consensus standards treat integrative benefits between participating companies as a premise, and do not give enough thought to the process of consensus formation through overcoming conflicts. This paper, therefore, focuses on the automotive industry's embedded software standard AUTOSAR, upon which a consensus was reached despite such conflicts, and conduct the exploratory case-study analysis. Results suggest that users and suppliers may enjoy integrative benefits and reach consensus on standards because suppliers take into account the other users in newly developed countries and business opportunities within complementary markets, despite enacted standards being favorable to users.
