Technology standards battles and networks during the technology life cycle: The battle between HD DVD and Blu-ray

In this article we explore the changes in the structure and composition of networks supporting technologies during the phases of the technology life cycle. We conceptualize the technology life cycle phases by integrating two existing frameworks of Ortt and Schoormans (2004) and Suarez (2004). Based on theory, we argue that networks of actors around a technology are one the main factors contributing to technology success. Based on existing theory, we formulate expectations of how network structure and composition change during the technology life cycle. We then perform a case study of the technology battle between the HD DVD and Blu-ray technologies, in which we try to identify these changes. The confrontation of the theoretical expectations and the case reality leave us with a gap. The dominant logic of the all-important network and the coevolution between the network and technology appears insufficient to explain the outcome of this technology battle. We suggest that strategic behavior should not be overlooked and that therefore we should be more critical towards the dominant theoretical logic