Abstract

This paper proposes a model of technology standardization based on modular standards and the effect of market uncertainty on the value of modularity in standards. A real options model quantifies the value of modularity in standards, illustrating that a rational way to standardize some IT technology in uncertain markets is with modular design, end-2-end structure, and proper staging of the standard. Highly modularized standards provide a higher option value because of the ability to select the best modules to change at a fine granularity.