“…In particular, we have outlined a tentative behavioral-based framework, consisting of three sequential stages and associated propositions, for EDM research on Unicorns. In this regard, we are conscious that, from a strictly methodological point of view, from the beginning, our attempt is designed as a conceptual start, hopefully soliciting further discussion and specific empirical analyses (Lee, 2020). Specifically, we are aware that, in the future, qualitative analyses based on inductive theory building (Pizzi et al, 2021), and on in-depth interviews with the key figures in a case (Cassell & Bishop, 2019), may also help deepen the key cognitive issues emerging from our framework.…”