THE STRUCTURING OF SHARED VOLUNTARY STANDARDS IN THE US SEMICONDUCTORINDUSTRY - COMMUNICATING TO REACH AGREEMENT

Although pervasive in modern organizations, standards have Been neglec ted in organizational communications research. Qualitative study of th e SEMATECH consortium revealed that an important outcome of the effort s of participants was the reflexive structuring of voluntary, cooperat ive standards in the U.S. semiconductor industry, which had previously operated on the basis of proprietary, competitive standards. Analysis of extensive interview archival, and observational data suggested tha t seven incidents were pivotal in the structuring process. These incid ents showed how the increased communication initiated by SEMATECH prod uced new provinces of meaning, actions, and frameworks that engendered cooperation in relations between the supplier and manufacturing secto rs of the industry, which had Previously been characterized by mutual distrust and conflict.