Organizing New Venture For A Dominant Design

Sometimes dominant design is established by small and new ventures, rather than by large corporations, as we would expect. This is the case of Arduino, an open source platform for building and prototyping electronics projects, that imposed itself as dominant design in the fast-growing field of the digital makers. In our presentation, we use Arduino as an exemplar case to challenge some conventional wisdoms and traditional ways of thinking in strategic management. Our findings show that organization design and organizational processes shape the new ventures strategy (rather than viceversa), and play a critical role in setting a new dominant design.