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Acting entrepreneurially in nascent industries is a complex endeavor characterized by uncertainty and ambiguity. Nevertheless, entirely new industries do emerge, often as a direct result of entrepreneurial behavior. We extend and apply discovery and creation approaches to study entrepreneurial behavior during industry emergence by means of qualitative analysis of a film about the personal computer (PC) industry℉s formative years. We find that discovery and creation behavior are fundamentally interrelated and share a common element: bricolage. Moreover, ideological activism is a major component of entrepreneurial behavior in a new industry℉s formative years during both creation and discovery processes. Implications for research and practice are discussed.

This paper highlights that the strategic use of design, a competitive pattern typically associated with creative industries, those creating and trading meanings, also characterizes industries that produce functional or utilitarian goods not typically considered creative. The paper explores the origins of this phenomenon in the context of three industry settings: cars, speciality coffee and personal computers. The analysis theorizes three distinct strategic paths that explain how design may become an institutionalized aspect of competition in industries that are not creative. We explain how firms link their products to the identities of their users, how design is linked to stakeholders' emotions and visceral reactions to products and how intermediaries are relevant to enhancing attention to design. Illuminating these strategic paths allows harnessing some of the well-established understandings about competition in creative industries towards understanding competition in noncreative industries.

Looking back at the first and third “Common Sense Microcomputing” articles, we can see the changes a year has brought. Personal computers are cheaper and more powerful; some of 1984's brand names have disappeared, while new brands and “generic computers” have emerged. Microcomputer magazine publishing has not yet stabilized; and many magazines have gone on enforced diets. The author comments on changes in the personal computer industry over the past year and details some specific changes in system availability and pricing. He then reevaluates a few microcomputer magazines.

Rather than organize as traditional firms, many of today’s companies organize as platforms that sit at the nexus of multiple exchange and production relationships. This chapter considers a most basic question of organization in platform contexts: the choice of boundaries. Herein, I investigate how classical economic theories of firm boundaries apply to platform-based organization and empirically study how executives made boundary choices in response to changing market and technical challenges in the early mobile computing industry (the predecessor to today’s smartphones). Rather than a strict or unavoidable tradeoff between “openness-versus-control,” most successful platform owners chose their boundaries in a way to simultaneously open-up to outside developers while maintaining coordination across the entire system.

The United States has been experiencing economic change in many ways, particularly in the form of manufacturing competition from Asia. East Asia is emerging as the dominant region of the world for the manufacturing of computers. Most, if not all, major companies in the personal computer (PC) industry have manufacturing facilities in Southeast Asia. These include U.S. firms such as IBM, Apple, Compaq, and Hewlett‐Packard, Taiwanese challengers such as Acer and Mitac, and Japanese firms such as NEC. Still, some PC manufacturing operations remain in the U.S. despite large differences in labor costs, cost of capital, and tax structures. Clearly, the establishment of a production facility is not a simple matter of cheap labor or being close to markets. The decision is a complex one involving many variables. This paper addresses some of these variables, and how PC companies deal with them, in considering manufacturing as an issue in corporate strategy.

Theories of sociotechnical change seek to understand technology as both material and social artifacts. Actor‐network theory (ANT) offers an approach to sociotechnical change that has been criticized for emphasizing a micro‐level analysis of political strategies at the expense of larger social and cultural processes. This paper presents an approach to sociotechnical change that links the enrollment process of ANT with broader social practices, through the concept of inclusion in multiple technological frames. Inclusion in different technological frames is used to explain the sources of enrollment strategies in the early personal digital assistant (PDA) industry. Two case studies of PDA evolution (Psion, led by David Potter, and Palm, led by Jeff Hawkins) are used to illustrate the link between enrollment strategies and inclusion.

Purpose – This chapter discusses the difference between a product strategy and a platform strategy, relying on examples from the history of Apple and Microsoft in personal computers and other devices as well as Sony and Japan Victor Corporation in videocassette recorders.

Design/methodology/approach – The chapter begins with a review of how the term “platform” has been used in the management literature and defines an industry-wide platform (as compared to an in-house company product platform) as a foundation technology (or service) that brings multiple parties in a market together for a common purpose. An industry-wide platform can generate powerful network effects between the platform and complementary products and services that make the platform increasingly valuable. Apple, with the Macintosh computer, and Sony with the Betamax VCR as well as other products, such as the Walkman media player, are examples of firms that developed excellent products but followed a product-first strategy and ended up losing in these markets or becoming niche players. They paid relatively little attention to opening up their technology to outside firms and cultivating an ecosystem of partners. Apple changed in the early 2000s with the iPod and iTunes, and then the iPhone and iPad, and has risen from near bankruptcy to become an enormously valuable and profitable platform leader.

Findings – Historical examples suggest that, in a platform market, the winner is not the firm with the best product, but rather the firm with the best platform – that is, the foundation technology or service that is most open to outsiders and which stimulates development of the most compelling complements.

Originality/value – This result extends the literature's understanding of platform strategy.

The study applies a multimodal approach to position aesthetic innovation, i.e., the strategic use of aesthetic design attributes, such as color and shape, as an institutionalized aspect of competition, rather than as a firm-specific differentiation strategy, in settings that favor the symbolic meanings of products. Empirically, the study offers a detailed case study of the personal computer (PC) industry to examine the institutionalization of aesthetic innovation as a dimension of competition across industrial firms. The study examines the color and shape of PCs over the 1992–2003 period and situates changes to these attributes in the competitive conditions that characterized the industry, paying particular attention to the introduction of the Apple iMac in 1998. Furthermore, it examines the discursive manifestations of aesthetic innovation by content analysis of reviews of PCs and interviews with industry executives. Findings demonstrate that, in a period coinciding with a decline in demand for PCs and an overall mature market as well as with the introduction of the iMac, the majority of firms engaged in aesthetic innovation and used a greater number of aesthetic words in describing their PCs.

Investigates the effects of technology standards on the changing nature of interdependence between competitors in a global industry. Drawing on the theory of organizational ecology, the effects of technology standards on the type of interplay among competitors are investigated as the underlying process affecting new firm entry. Empirical data from the global personal computer industry provide preliminary evidence that positive interdependence, or mutualism, characterizes the nature of competition before the establishment of a technology standard. Negative interdependence, or full competition, is found to prevail after a technology standard emerged. These findings suggest that the evolution of industries where compatibility and technological standards are critical can be analyzed in two different phases: the technological legitimation phase; and the market competition phase. A discussion of the underlying interdependencies in the two phases and their implications is also provided.

The high‐tech companies that will succeed in this environment will fundamentally revise their strategies from the historical technology‐driven product proliferation to strategies that control the rate of technological advances, segment markets according to distinctive customer needs, and design products to respond to those needs.