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We argue for the merits of adopting an emergent research design. By this we do not mean starting with a completely blank slate in terms of the empirical phenomenon, theory, and/or methods when entering the field. Instead, we are referring to the ability and willingness to continuously respond to emerging puzzles, ideas, and insights in a flexible and adaptive manner and not feel straitjacketed by the initial framing and research design. This, in turn, depends on the adoption of a highly reflexive stance towards our theories, empirical surroundings, and methodologies. It involves not just the search for answers but also, importantly, for profound questions throughout the entire research process as well as the willingness to exploit new, and potentially hitherto neglected or underexplored, avenues. Drawing on “confessional tales” – revision and resubmission journeys of each author that led to the publication of academic …