ABSTRACT
This chapter is about constructing the opportunities for an incremental or novel theoretical research contribution. This is a pertinent decision to any academic since it will have an impact not only on how a paper is positioned but also on the individual career. The chapter elaborates on the impact of choosing the contribution, and specifically on how to deliberately choose a strategy for the contribution, positioning and the importance of choosing the audience for the contribution, and how to frame the contribution for the previously specified audience. These issues are not isolated but often integrated with each other; nevertheless they are crucial for any research, and by extension academic career.
