The globalization of markets increasingly leads to institutionalized infrastructures in industries with network externalities such as the professional entertainment industry. This may be a thread or an opportunity for manufacturers of such infrastructures. The company Neutrik AG has managed to continuously set standards in the professional entertainment market which positively affected brand proliferation and competitive advantage. How has this been achieved? What are the drivers of a manufacturer like Neutrik? In this talk, examples of the establishment of infrastructure are illuminated as well as their success related to the strategic approach, company requirements, and launch behavior.

The talk was given at the conference "Poetics of Infrastructure" in Vienna on December 13, 2014. This extract is part of the Issue Poetics of Infrastructure.