“…Nevertheless, organizations outside this industry have been painfully slow to adopt agile practices for innovation management, largely because they disrupt the established product development processes. While both agility and innovation are considered key capabilities for a firm's performance in today's turbulent environments, their interplay, i.e., the use of agility in the innovation process, has been little studied outside the software industry (Beaumont et al, 2017). Recently, some non-software companies like Hewlett-Packard, Adidas or Lego have successfully combined agile and non-agile methods in a complementary way to pursue innovation (Denning, 2012;Cooper andSommer, 2016, 2018;Birkinshaw, 2018;Rigby et al, 2018).…”