Introduction. The Aesthetic Turn in Strategy: Creating Value with Style OPEN ACCESS PART 1. STYLISTIC PRODUCTION Chapter 1. Style Typologies and Competitive Advantage; Giovanni Formilan Chapter 2. Aesthetic and Technological Complexity in Luxury Watchmaking; Frederic Godart, Kim Claes, and Stoyan Sgourev Chapter 3. From Style to Status and to Power: When and Why Do Stylistic Choices in Footwear Make Women Feel and Act Powerful; David Dubois and Lalin Anik Chapter 4. Content or Connections? Socio - Semantic Analysis of Leaders' Communication Styles in a Creative Collective; Nikita Basov, Artem Antonyuk, and IIna Hellsten Chapter 5. Tell Me Your Story and I Will Tell Your Sales: A Topic Model Analysis of Narrative Style and Firm Performance on Etsy; Donato Cutolo, Simone Ferriani, and Gino Cattani OPEN ACCESS PART 2.

STYLISTIC EVALUATION Chapter 6. A rising tide lifts all boats: The origins of institutionalized aesthetic innovation; Micki Eisenman and Tal Simons Chapter 7. Changing Style in Style-Changing Industries: The Role of Critics as Gatekeepers in High-End Fashion; Paola Cillo, Joseph C. Nunes, Emanuela Prandelli, and Irene Scopelliti Chapter 8. Does Stylistic Similarity to Popular Competitors Affect Consumer Evaluations of Quality? Evidence from Online Movie Evaluation; Daniel Sands Chapter 9. Strategic Balance or Imperfect Imitation? Style and Legitimation Challenges in a Semi-Peripheral City; Alexander Hoppe PART 3. REFLECTIONS ON STYLE Reflections on Style and Strategy: an interview with Candace Jones Reflections on Style and Strategy: an interview with Gianni Lorenzoni Reflections on Style and Strategy: an interview with Virginia Postrel Reflections on Style and Strategy: an interview with Davide Ravasi Reflections on Style and Strategy: an interview with Antonio Strati.