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Sustainably bridging the industry--academia research gap is an ongoing concern within the wider effort to successfully unlock the full potential of both sectors. In this context, the authors present a research perspective on and an explicit articulation of the manner in which academic research could focus on theorization. They discuss how this focus could be instrumental in developing industry-based academic research projects. 'Theorization', in this context, refers to the contribution to existing theories and/or the development of a new theory, aiming to nurture the theorization process, in a way that could substantially contribute to industry's needs and help to bridge the industry--academia research gap.