The reason is simple. Organizations or units within them are open systems, and that the context is a major source of influence must not be ignored or dismissed as scholars attempt to understand and explain the actions or behaviour of any unit. This seems obvious. Both scholars and managers know the importance of carefully managing the organization-environment linkage. However, the idea of contextualization goes beyond how a unit reacts to or interacts with its context. The manager of a US plant in China sees 'China' as the context, which she or he has to understand, navigate, and negotiate with. China is 'out there' while his or her firm is 'in here'. The manager, in other words, needs to either separate the company from outside influence or exploit and co-opt them for her company's benefits. This is not what I mean by contextualization. Contextualization means more than talking about environmental opportunities and constraints that managers either exploit or are victimized by. Rather than seeing the firm as one entity and the context or environment as 'out there', we see the context and contextualization as much more. So, what is the 'much more'? I cannot provide an exhaustive discussion of the meaning of the term 'context' but will offer a few illustrative examples. For example, at the individual level it is cognitions (sense-making, heuristics, thought processes, linguistic habits, attributions, etc.). At the institutional level it is the way role relations are organized. Friedland and Alford (1991) argue that there are different logics (material practices and symbolic constructions) that are particular to different domains or institutional sectors (the state, economy, family, education, science, etc.). At die larger societal level we have values and beliefs that are created, interpreted, and reproduced through the governments, mass media, religions, and educational systems. Lasdy, there is serendipity, for example, accidents, scandals,