272-275). Additionally, technical standards develops customer acceptance by aiding the establishment of complementary products. .
There are various tactics that can be used to win a standards battle including killer application, backward compatible, perception by way of preannouncements, and criticism of rivals' technology. The killer application is when a company develops a complementary product that is perceived to be innovative enough to overcome the competition (Shane, 2009, pp. 276-278). Secondly, there is backward compatibility that makes a product work with an earlier model of the same product. Third, companies can change customers' perception of a product by making preannouncements by announcing their product release date prior to the release. Indeed, preannouncements are very effective because they lead customers to believe that their product will be superior compared to competitors in which they delay their purchase until the company making the announcement releases their product (Shane, 2009, pp. 276-278). Also, they sway competitors to not enter the race with a product challenging the announcing company because they are too far behind. Lastly, companies use the tactic of criticizing the rivals' technology by showing the competitor in a poorer light than their company to convince customers to not adopt the competitor's product and to adopt theirs (Shane, 2009, pp. 276-278). .
Dominant design is not always the best technology because of functionality in which it can be technically poorer in comparison to the other options available. Also, when a technology achieves a large install base it could be very costly to change, furthermore late adopters will most likely go with the large install base despite if the alternate is better (Shane, 2009, p. 274).
Discuss why companies engage in business/strategic alliances; the various types of business alliances and for each type of alliance specify the advantages and disadvantages of that type of alliance.
