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| Author: | Johnston, W. Leach, M. Liu, A. |
| Title: | Theory testing using case studies in business-to-business research |
| Journal: | Industrial Marketing Management
1999 : MAY, VOL. 28:3, p. 201-214 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT RESEARCH |
| Language: | eng |
| Abstract: | The strength of any confirmatory research method depends on two factors. First, the relationship between theory and method, and second, how the researcher attends to the potential weaknesses of the method. Case research has typically been criticized as lacking objectivity and methodological rigor. As such, case research has been thought to be applicable to exploratory research. By addressing the traditional criticisms of case research, a systematic case methodology is developed that can be useful for testing theory. |
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