rules even in chaotic industries

According to Eisenhardt & Sull (2001), strategies should be made up of simple rules even in chaotic industries.

The article summarizes the Simple Rules and outlines each type of rule. What is the importance of following each of these rules and how will each impact the strategic direction of a company? Your company?

The article further states that rules arise from experience and in some cases from mistakes. Give an example of a company that could have implemented a simple rule from their mistakes. 

Do simple rules work well in crisis situations?

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