Authors: Christopher J. Medlin; Heléne Lundberg; Jan-Åke Tornroos
The network approach to business marketing is based on the conceptual tenets of interaction processes and the developing value-alignments between connected firms. The theoretical perspective of interaction rests on time, process and network context elements that drive research towards undertaking deep case studies. The strong element of change arising from interactions means that single case research, often with the longitudinal reality left unexplicated, has dominated empirical research. In this methodological article we contribute by scrutinizing more explicitly how to implement multiple case research in conjunction with longitudinal process studies in the field of interactive business and network research. A review of extant literature and avenues for conducting process research across multiple cases is critically examined together with a practical exemplification and implications for researchers
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Publish Year: 2016
Conference: Cape Town (2016)