E-Ordering in the Pharmaceutical Supply Chain - Explaining Standardisation from a Collective Action Perspective

In this paper, we discuss a unique case of industry-wide standardisation, i.e. the proliferation of an electronic ordering protocol across wholesalers and community pharmacies in the Republic of Ireland. The existence of multiple parties involved in the standardisation process and the nature of the standard lead us to study the case from a collective action perspective. In doing so, the emergence and the diffusion of industrywide standards are being studied as distinct but connected set of dilemmas. The case leads us to theorise that strong industry associations play a significant role in the initiation and success of such standardisation efforts on the industry level. Due to space restrictions this short paper can only provide a snapshot of our entire argument; a long version can be obtained from the authors.