Case study research with moderate constructionism: Conceptualization and practical illustration |
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Authors: | Timo Järvensivu [Author Vitae] Jan-Åke Törnroos |
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Institution: | a Helsinki School of Economics, Department of Marketing and Management, P.O. Box 1210, FIN-00101 Helsinki, Finland b Åbo Akademi University, Department of Business Studies, Henrikinkatu 7, FIN-20500 Turku, Finland |
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Abstract: | This paper develops a case study approach that builds on the foundations of moderate constructionism and abduction. We discuss the case study method and its role in industrial marketing, especially in business-to-business networks. Moderate constructionism is compared with realist, critical realist, and relativist approaches. We argue that moderate constructionism takes better into account the multiple constructed, community-bounded realities that all case studies inevitably deal with. The power of moderate constructionism to produce valid and generalizable new knowledge is critically assessed. We also address abduction in relation to induction and deduction and its role in the moderate constructionist research approach. Finally, we develop a process model, illustrated by a case study of a specific network in the pharmaceutical industry. |
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Keywords: | Moderate constructionism Abduction Case research Business networks |
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