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By means of a case study, we analyze the implementation of collective creativity in an industrial SME. Employees are invited to participate in creativity seminars in order to develop new product concepts. The case is analyzed in terms of the C-K theory. The creativity seminar allows moving away from the dominant design through the permanent creation of new concepts. Although the company seeks to innovate through the creation of new concepts, it does not try to introduce a radical change. Its aim is to “be creative while keeping one foot in the box”. This regime allows the company to maintain a competitive advantage, whilst at the same time limiting costs, risks and delays related to the development of innovative products.JEL Codes: M11, M19