Abstract
Holding the industry standard for company operating performance and even national competitiveness is very important. Especially when combined with key patent, it is able to enhance its market position and bargaining power among the industry value chain. However, previous studies begin with the Western experience of advanced countries as the main point of view. The exactly how the East Asian following company gain profits through industry standard is less discussed. Therefore, this study further investigates how importance the industry standard for latecomers companies. And how these companies utilize organizational capacity through internal resources, external environment, dynamic systems to interact with industry standards, and produce economic benefits. Collecting the factor affecting the company opearting performance through literature review and interview. The study proposes seven evaluation criteria by taking decision making trial and evaluation (DEMATE) as the evaluation method and conducting interview to obtain expert data. And then it calculates the casual-effect relationship among the criteria via DEMATE method. The results found that for niche company, the three most important key factors for operating performance are "Leadership and Corporate Strategy", "industrial environment", "organizational skills". In addition, for mass production company, the three most important key factors are "leader and strategy", " embeddedness industrial standard", "industrial environment"; from the perspective of research institutions, the key factors for company's operating performance are "leader strategy","embeddedness industrial standard", "the market value of patents." Therefore, according to the different types of company have different categories of causal relationship, to improve their company's operating performance, the strategies used will be differently. Niche manufacturers is difficult using internal leadership or organizational skills and other ways to influence the control of a standard patent; however, mass production companies will improve their operating performance through "industrial environment" this factor will also improve the "embeddedness industrial standard", eventually the company operating performance get improvement.