“…However, when considering the conceptual rationale for each contingency, we find different categories distributed at all levels of observation. Among these, studies focus on identity themes and their outcomes including contingencies that derive from internal attributes of the organization, for example, investment and slack (Brannon et al, 2013; Wei et al, 2020), elements of firm similarity (e.g., Dibrell et al, 2019; Shepherd & Haynie, 2009), or macro-level elements, such as country characteristics (e.g., Kim & Marler, 2022; Martinez-Garcia et al, 2022). Studies considering identity work themes and outcomes explore firm features, including life cycle (Klein, 2008), size (Shen & Tikoo, 2020), or market features, such as consumer involvement (Alonso-Dos-Santos et al, 2019).…”