This case presents the development of an administrative innovation aimed at introducing an organisational arrangement that allows new product development and innovation to occur around the clock. This innovation had an underlying plan that was swept away by a wave of unforeseeable events, forcing its participants to improvise to attain their goals. We show how this process evolves around four stages of increasing structure, and to argue that innovation and creativity can, in fact, happen because of rules and norms and not in spite of them.
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