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This article provides a review of the historical trends that are shaping global competition for standard setting in emerging technologies. Specifically, it explores how the traditional rule-makers of international standardization, namely the United States and Europe, are responding to the rise of China in standard-setting. The article argues that three polities are adapting their standard-setting strategies to shifting power dynamics in the international technology order. To preserve its competitive advantage, the US is becoming more interventionist and proactive in setting technology standards. China has developed a long-term standardization strategy to bolster its domestic industrial development, increase its influence and reap greater profits from the process of rule-making. Finally, the EU is seeking a third way that strikes a balance between competition and cooperation to preserve values like interoperability, which have historically benefited its single market and the global economy at large. Our historical review shows that, while the three polities have different priorities and face distinct challenges, they all seem to converge towards a greater role for governments in standard-setting. [ABSTRACT FROM AUTHOR]