The establishment of technological innovations as standards in the market is crucial for the competitiveness of companies. In economic research, the mechanisms of standardization processes have primarily been analyzed from a microeconomic-neoclassical perspective, which has led to a neglect of the process character and thus important constitutive variables of standardization processes. Andrea Hellwig focuses on the central variables of learning and knowledge of the demanders of technological innovations in business-to-business markets in her study. Against the backdrop of an interdisciplinary approach, these variables are subjected to an in-depth analysis from both economic and behavioral science perspectives. The author reveals the central mechanisms of knowledge creation.