We explore how a standardization effort (i.e., when a firm pursues standards to further innovation) involves different search processes for knowledge and innovation outcomes. Using an inductive case study of Vanke, a leading Chinese property developer, we show how varying degrees of knowledge complexity and codification combine to produce a typology of four types of search process: active, integrative, decentralized and passive, resulting in four types of innovation outcome: modular, radical, incremental and architectural. We argue that when the standardization effort in a firm involves highly codified knowledge, incremental and architectural innovation outcomes are fostered, while modular and radical innovations are hindered. We discuss how standardization efforts can result in a second-order innovation capability, and conclude by calling for comparative research in other settings to understand how standardization efforts can be suited to different types of search process in different industry contexts. •Explores how a standardization effort involves different search processes and innovation outcomes.•Explains how the complexity of knowledge and the codifiability of knowledge combine to suit different search processes in a standardization effort.•Presents a typology of four types of search process and four different types of innovation outcome.•Illustrates the relationships between these elements of a standardization effort using a case study of a residential real estate in China.