This chapter provides a unique perspective on how to develop new theory. The chapter begins by describing what theory is not: it is not true, objective, or deductive. From there, the chapter explores what theory and theory development might actually be. In the most expansive section, the chapter articulates 20 points that constitute a unique approach to developing theory. These 20 points constitute a a rich set of observations on theory building that are more interesting and relevant than they are rigorous or tested.
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