Case Study Research in Business-to-Business Contexts: Theory and Methods

Author(s): Arch G. Woodside and Roger Baxter

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at

This chapter presents elementary and advanced methods relevant for conducting applied case study research within business and other (inter)organizational contexts. The chapter advocates adopting particular perspectives including the necessity of being there—going into real-life contexts where individual thinking, intra-organizational exchanges, and inter-organizational exchanges are occurring. The objectives of applied case study research are to describe and understand what is happening, as well as to build and test predictive models that accurately forecasts decisions and actions relevant to specific contexts. The chapter presents theory and use for six applied case-study-research methods.
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