Bridging Art and Science: Phenomenon-Driven Theorizing

We present a model of phenomenon-driven theorizing that may guide researchers in bridging art and science as they engage in pure theory development. The model seeks to leverage activities related to discovery and prescience (conceiving the theory), imagination and logic (constructing the theory), as well as storytelling and scripting (communicating the theory). We illustrate the model through a reflective inquiry into our recent work on data network effects. The model represents a balanced take on theory development and is useful for tempering the natural tendency in academia to drift toward the science of theorizing at the expense of the art of theorizing.