Routine Formation as a Layered Process

This study addresses an important yet underdeveloped topic in routine dynamics research: how do routines form? Given the salience of routine formation in new ventures, this study is based on a single, longitudinal case study, following MatchMe, a technology-enabled startup. Building on findings from MatchMe, this study posits routine formation as a layered process. Rather than replacing established routines, routine formation was sequential. New routines were formed in addition to routines that continued to run in parallel. Routine formation was guided by organizational goals and monitoring their attainment. Multiple routines are formed to explore and create possibilities by shifting espoused ideals to attain organizational goals. This study advances routine dynamics in three distinct ways. First, it elaborates on a predominantly binary view of routine formation. Second, it extends work focused on the active creation of patterns. Third, it extends the response and outcomes of routine change, providing avenues for future research to explore strategic consequences of routines for outcomes typically associated with firm performance.