An iterative unpacking strategy consists of sequencing empirically-based theoretical developments so that at each step of theorizing one theory serves as an overarching conceptual framework, in which another theory, either existing or emerging, is embedded in order to elaborate on the chosen element(s) of the overarching theory. The strategy is presented in this paper by means of reflections on how it was used in several empirical studies and by means of a non-example. The article concludes with a discussion of affordances and limitations of the strategy.