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Qualitative research offers critical tools that advance our editorial team’s ambition to foster ‘new ways of seeing’(see Shaw, Bansal, & Gruber, 2017). By building theory inductively, research based on qualitative data offers insights that challenge takenfor-granted theories and expose new theoretical directions. As we face more wicked problems in our world, scholars are increasingly adopting qualitative methods to unpack these complex challenges. In the last year, qualitative papers hit an all-time high of 20% of submissions to Academy of Management