Technology strategies and standard competition — Comparative innovation cases of Apple and Microsoft

Available online 19 June 2012 This paper analyses the technology strategy and standard competition of the most outstanding innovation cases of Apple and Microsoft. The objective of the study is to understand innovators' pursuit of strategies in securing the benefits from an innovation, based on the innovation life cycle model. The study develops a new methodological framework of platform for analysing the case studies. It is argued that the ability to establish an industry standard and lock-in customers enables an innovator to create a competitive advantage. The study offers important lessons in strategic innovation management. © 2012 Elsevier Inc. All rights reserved.