Before and Beyond AI: Investigating Digital Phenomena to Advance Management Research

Abstract

Digital technologies—most prominently artificial intelligence (AI)—have triggered an unprecedented surge of interest in management research. Yet, while submissions on digital phenomena have skyrocketed, many fail to clear the editorial desk of leading journals due to a limited theoretical contribution. This editorial addresses a central question: how can the study of digital technologies advance management theory rather than merely describe novel empirical contexts? We distinguish between theory about digital—conceptualizations tightly anchored in digital-specific phenomena such as platforms, ecosystems, or remote work—and theory from digital, which leverages digital settings to revisit and extend broader theories of innovation, sustainability, leadership, and organization. Building on established principles of theorizing, we argue that strong contributions stem not from techno-centrism but from using digital phenomena as lenses to refine enduring theoretical conversations. To guide scholars, we propose four “golden tests” for structuring contributions: novelty, generalizability, robustness, and usefulness (descriptive, prescriptive, and normative). We then outline promising avenues for theorizing from digital in the domains of innovation, sustainability, and leadership. Ultimately, we advocate a mindset that views digital technologies not as ends in themselves, but as catalysts for theoretical advancement that remains valuable before AI, engages meaningfully with AI, and endures beyond it.