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Vertical information systems (VIS) standards are technical specifications designed to promote coordination among the organizations within (or across) vertical industry sectors. Examples include the bar code, electronic data interchange (EDI) standards, and RosettaNet business process standards in the electronics industry. This contribution examines VIS standardization through the lens of collective action theory, applied in the literature to information technology product standardization, but not yet to VIS standardization, which is led by heterogeneous groups of user organizations rather than by IT vendors. Through an intensive case analysis of VIS standardization in the U.S. residential mortgage industry, VIS standardization success is shown to be as problematic as IT product standardization success, but for different reasons. VIS standardization involves two linked collective action dilemmas-standards …