What's in a name? In this paper we argue the importance of looking, not just at different definitions of the same concept, but also at different concepts applied to the same phenomenon. Concepts such as "organizing vision", "methodology", "technology artifact", and "standards" represent different ways of understanding IS innovations, each highlighting certain aspects while minimizing others. We show how the standards lens adds value to the insights afforded by other familiar ways of looking at IS innovations by examining the particular IT-enabled supply chain innovation of Collaborative Planning, Forecasting, and Replenishment (CPFR).