The rise of e-businesses and Internet ‘pure plays’ was predicated on the negation of traditional views of effective enterprise management. Rather than seeking to derive legitimacy by appealing to standard organizational structures and managerial procedures, what was taken for granted was the promise of returns to be had from denying standardization and traditional modes of configuration (Abramson 2005). In other words, departure from the norm became the norm in communicating managerial rationality, which itself had to be distinct, differentiated, and context-bound. Variety and uniqueness in organizational practices was sought. Particularity of management style and differentiated enterprise design with minimal structure was espoused.