Abstract: Industry E-business standards (IES) facilitate B2B E-business among organizations significantly in recent years. This paper examines how industry consortium could use different promotion strategies to influence the diffusion and benefits of IES. Based on a survey of 216 organizations that use RosettaNet standards, we conduct empirical analysis using structural equation modeling method. The empirical results show that relationship, policies, and technology strategies significantly affect IES diffusion except marketing strategy. Further, we find that the depth of IES diffusion increases both operation and strategic benefits that organization could obtain. On the other hand, the breadth of IES diffusion increases strategic benefits, but lowers operation benefits that organization could obtain.

Key words: industry e-business standards, industry consortium, supply chain, technology diffusion, technology benefits