The aim of the paper is to develop a framework capturing the process of how management novelty emerges and is stretched out in organizations. Taking a sociomaterial approach, it seeks to integrate the generation-implementation and rational-institutional dualisms that prevent us from gaining a holistic understanding of the complex and dynamic process of generating and adopting new management/marketing practices. The framework suggested draws on ideas from the sociology of knowledge and practice theories and puts premium on the significant role of material artefacts. The paper argues that an understanding of the emergence of novelty in organization presupposes a continuity between ideas and the activities to implement them. Conclusions and implications of this approach are drawn.

• Ali Yakhlef(Stockholm University, Sweden)