Critical realism in case study research

Case study research is the most popular research method for researchers in industrial marketing. However despite a number of attempts the problem of satisfactorily justifying the use of case research remains. This paper proposes critical realism as a coherent, rigorous and novel philosophical position that not only substantiates case research as a research method but also provides helpful implications for both theoretical development and research process. The article describes the critical realist approach due to Sayer and develops a general application of a critical realist approach to case research. An example of its use in practice is presented using a case study of the development of a buyer-seller relationship after the installation of a new MIS system.