We continue our discussion around theorizing about digital phenomena and publishing conceptual papers. Today, we are joined by , who has published several theoretical articles on digital technology in Academy of Management Review. He is also an AMR editor for a special issue on and he heads the Theory section as senior editor in the Journal of the Association for Information Systems. With Robert, we talk about the AMR publishing process, how it is different from mainstream IS journals and what we need to look out for when we generate theory about new digital phenomena. References Gregory, R. W., Henfridsson, O., Kaganer, E., & Kyriakou, H. (2021). The Role of Artificial Intelligence and Data Network Effects for Creating User Value. Academy of Management Review, 46(3), 534-551. Sieber, S., & Gregory, R. W. (2018). Facebook’s Data Debacle in 2018. How to Move on? IESE Teaching Case, Number SI-200-E. Gregory, R. W., Henfridsson, O., Kaganer, E., & Kyriakou, H. (2021). Data Network Effects: Key Conditions, Shared Data, and the Data Value Duality. Academy of Management Review, 47(1), 189-192. Gregory, R. W., & Henfridsson, O. (2021). Bridging Art and Science: Phenomenon-Driven Theorizing. Journal of the Association for Information Systems, 22(6), 1509-1523. Afuah, A., & Tucci, C. L. (2012). Crowdsourcing as a Solution to Distant Search. Academy of Management Review, 37(3), 355-375. Fisher, G., Mayer, K. J., & Morris, S. (2021). From the Editors—Phenomenon-Based Theorizing. Academy of Management Review, 46(4), 631-639. Raisch, S., & Fomina, K. (2024). Combining Human and Artificial Intelligence: Hybrid Problem-Solving in Organizations. Academy of Management Review, . Baiyere, A., Berente, N., & Avital, M. (2023). On Digital Theorizing, Clickbait Research, and the Cumulative Tradition. Journal of Information Technology, 38(1), 67-73. Grover, V., & Lyytinen, K. (2023). The Pursuit of Innovative Theory in the Digital Age. Journal of Information Technology, 38(1), 45-59. Gregory, R. W., Beck, R., Henfridsson, O., & Yaraghi, N. (2024). Cooperation Among Strangers: Algorithmic Enforcement of Reciprocal Exchange with Blockchain-Based Smart Contracts. Academy of Management Review, . Bacharach, S. B. (1989). Organizational Theories: Some Criteria for Evaluation. Academy of Management Review, 14(4), 496-515. Rivard, S. (2021). Theory Building is Neither an Art Nor a Science. It is a Craft. Journal of Information Technology, 36(3), 316-328. Leidner, D. E., & Gregory, R. W. (2024). About Theory and Theorizing. Journal of the Association for Information Systems, 25(3), 501-521.