Meeting COVID-19 rules: A multiple case study of standardisation and innovation in the cultural sector

COVID-19 has seriously affected society and business. Governments prescribe rules, and companies suddenly have to comply with these. Globally, there seems to be a lack of ability to combine these rules with business continuity. This paper investigates the interaction between such rules and measures in business, and examines how companies can comply with these measures systematically. The rules can be seen as standards and the measures as innovations. In this way, the COVID-19 situation provides a case of rapid interactions between standardisation and innovation. Empirical data stem from 46 cases from the cultural sector. Findings show how companies can prevent virus spread while facilitating business continuity. Their experiences can be used to further improve rules in a way that balances health and business continuity. This is relevant for individual organisations, their associations, and policy makers. Though primarily practice-oriented, this study also contributes to the body of academic knowledge on the relation between standardisation and (service) innovation, standards dynamics, and conformity assessment.