This article seeks to illustrate the influence of technology standards in the process of product innovation. An analysis of the situation in which firms have to deal with industry standards already established was carried out as well as the analysis of the product definition process of the microcomputer line developed by Itautec-Philco S.A, a Brazilian computer company. This article shows that computer technology standards are a core element to consider in the analysis of the project decisions, because they condition directions and rates of technology strategies and technical changes implemented.
technology standards; product development; technology strategy; microcomputers
