Reflections on theory include the Academy of Management Review's 1989 and 1999 fora on‘‘theory building and improving’’ and ‘‘theory testing’’ (Langley, 1999;Poole & Van de Ven, 1989;Tsang & Kwan, 1999;Van de Ven, 1989;Weick,1989; e.g., Weick, 1999;Whetten, 1989) and a forum on ‘‘what theory isnot’’ (DiMaggio, 1995;Sutton & Staw, 1995;Weick, 1995) and Astley’s(1985) paper in the Administrative Science Quarterly.[3]