THE ART OF CONTINUOUS CHANGE - LINKING COMPLEXITY THEORY AND TIME-PACED EVOLUTION IN RELENTLESSLY SHIFTING ORGANIZATIONS

In contrast to the punctuated equilibrium model of change, this induct ive study of multiple-product innovation in six firms in the computer industry examines how organizations engage in continuous change. Compa risons of successful and less-successful firms show, first, that succe ssful multiple-product innovation blends limited structure around resp onsibilities and priorities with extensive communication and design fr eedom to create improvisation within current projects. This combinatio n is neither so structured that change cannot occur nor so unstructure d that chaos ensues. Second, successful firms rely on a wide variety o f low-cost probes into the future, including experimental products, fu turists, and strategic alliances. Neither planning nor reacting is as effective. Third, successful firms link the present and future togethe r through rhythmic, time-paced transition processes. We develop the id eas of ''semistructures,'' ''links in time,'' and ''sequenced steps'' to crystallize the key properties of these continuously changing organ izations and to extend thinking about complexity theory, time-paced ev olution, and the nature of core capabilities.