Despite the widespread diffusion of interorganizational systems (IOS), both retailers and manufacturers suffer significant inaccuracies, flaws, and discrepancies in product information, which undermines the quality of the data they exchange. To remedy this situation, an interorganizational Global Data Synchronization Network (GDSN) standard has emerged since the beginning the last decade. Initial enthusiasm about this cutting-edge standard notwithstanding, the technology has not reached the adoption breadth predicted by business consulting firms and technology initiators. This research uses sensemaking/sensegiving theoretical lenses to conduct an in-depth, qualitative case study of five groups of stakeholders (retailers, manufacturers, standards setters, data pools, and certified GDSN providers) in an attempt to unravel the barriers to GDSN standard adoption.