When I saw Venkatesh Rao cite this in https://stream.syscoi.com/2019/07/19/weirding-diary-9-venkatesh-rao-on-a-possibly-dangerous-but-probably-mostly-harmless-resurgence-in-interest-in-classical-system-theory/, I was sure I had posted it here before – but apparently not, so here it is. Important article.

pdf link – http://web.mit.edu/curhan/www/docs/Articles/15341_Readings/Doctoral_Resources/Weick_What_theory_is_not_theorizing_is.pdf

JOURNAL ARTICLE

Administrative Science Quarterly

Vol. 40, No. 3 (Sep., 1995), pp. 385-390 (6 pages)

Published by: Sage Publications, Inc. on behalf of the Johnson Graduate School of Management, Cornell University

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DOI: 10.2307/2393789

https://www.jstor.org/stable/2393789

JSTOR link, read online and citation etc : What Theory is Not, Theorizing Is on JSTOR