One strength of theory building from cases is its likelihood of generating novel theory. Creative insight often arises from the juxtaposition of contradictory or paradoxical evidence (Cameron & Quinn, 1988). As Bartunek (1988) argued, the process of reconciling these contradictions forces individuals to reframe perceptions into a new gestalt. Building theory from case studies centers directly on this kind of juxtaposition. That is, attempts to reconcile evidence across cases, types of data, and different investigators, and between cases and literature increase the likelihood of creative reframing into a new theoretical vision. Although a myth surrounding theory building from case studies is that the process is limited by investigators' preconceptions, in fact, just the opposite is true. This constant juxtaposition of conflicting realities tends to "unfreeze" thinking, and so the process has the potential to generate theory with less researcher bias than theory built from incremental studies or armchair, axiomatic deduction.