Abstract
PurposeRecent research suggests that the interest in process-based single-case studies is increasing in business-to-business (B2B) marketing. This paper aims to discuss research validity issues and dilemmas encountered by process-based single-case researchers in B2B marketing.Design/methodology/approachThis is a methodology paper that builds on an integration of experiences, ideas and literature.FindingsIn the paper, three dilemmas are suggested that researchers need to deal with in process-based single-case research. These relate to the casing process: crafting the case, communicating the case and describing the process of the study. Furthermore, process validation is suggested as a research quality concept concerned with how these dilemmas are handled.Research limitations implicationsBased on the notion of process validation, the authors provide suggestions for how casing, as a process-based single-case approach, can be conveyed and advanced in its own right.Practical implicationsThis study can be used to convey insights that can help new and experienced researchers in conducting single-case studies in B2B.Originality/valueCoping with issues of research quality in B2B marketing is of relevance to researchers dealing with process-based single-case research and process validation issues, as well as to journal reviewers evaluating the qualities of process-based single-case research.
Highlights
There is an increasing interest in case studies of processes in business marketing (Halinen and Törnroos, 2005; Halinen et al, 2012; Dubois and Gadde, 2014)
We suggest that the strength of this grounding, both with regard to how it is achieved and the outcome of the grounding, can be captured by the process validation concept
We identify three particular issues with which the single-case researcher has to cope and suggest three dilemmas relating to these issues
Summary
There is an increasing interest in case studies of processes in business marketing (Halinen and Törnroos, 2005; Halinen et al, 2012; Dubois and Gadde, 2014). Easton argues that the popularity of using case research to study business marketing phenomena can be explained by the nature of the subject; “The main units of analysis are organizations and relationships, which are difficult to access, and complex in structure in comparison with, for example, consumer markets” We will focus on process-based single-case research as an approach that provides unique opportunities for understanding possible configurations of an underlying social reality The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
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