“…Typically, once the more modular architecture was in place and standards widely disseminated, specialized firms entered the industry by offering modules that competed with and eventually replaced the products of vertically integrated firms Consoli, 2005;Galvin and Morkel, 2001;Jacobides, 2005;Langlois and Robertson, 1992;Lecocq and Demil, 2006;Sturgeon, 2002).…”