Avice Benner Cho, a human colonist, has returned to Embassytown after years of deep-space adventure.

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However, unexpectedly and unfortunately, as professors Mary Benner from the University of Minnesota and Mike Tushman from Harvard Business School discovered, the firms that adopted ISO9000 several years down the line saw a decrease in their innovativeness, in terms of new technological inventions.

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However, academic research by Professors Mary Benner and Mike Tushman showed that its adoption could actually lead to a decrease in innovation after a few years (because ISO9000 does not allow for deviations from a set standard, which innovation requires), making the adopter worse off.

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