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Chapter 2 describes how behavioral science research methods that management and marketing scholars apply in studying processes involving decisions and organizational outcomes relate to three principal research objectives: fulfilling generality of findings, achieving accuracy of process actions and outcomes, and capturing complexity of nuances and conditions. The chapter's unique contribution is in advocating and describing the possibilities of researchers replacing Thorngate's (1976) “postulate of commensurate complexity” — it is impossible for a theory of social behavior to be simultaneously general, accurate, and simple and as a result organizational theorists inevitably have to make tradeoffs in their theory development — with a new postulate of disproportionate achievement. This new postulate proposes the possibilities and advocates the building and testing of useful process models that achieve all three principal research objectives. Rather than assuming the stance that a researcher must make tradeoffs that permit achieving any two, but not all three, principal research objectives as, Weick (1979) clock analogy shows, this chapter advocates embracing a property space (a three-dimensional box rather than a clock) view of research objectives and research methods. Tradeoffs need not be made; having-your-cake-and-eating-it-too is possible. The chapter includes a brief review of principal criticisms that case study researchers often express of surveys of respondents using fixed-point surveys. Likewise, the chapter reviews principal criticisms of case study research studies that researchers who favor the use of fixed-point surveys express.

Case study research, most often associated with qualitative inquiry has gained significance as an effective approach to investigate complex issues in real-world settings. Conducting case research is considered to be appropriate when a contemporary phenomenon is to be studied. This chapter covers all related concepts, relating to this unique method of research. The focus is on bringing about rigor in case study research.

This article provides a new definition for case study research. Achieving deep understanding of processes and other concept variables (e.g. actors’ perceptions of their own thinking processes, intentions and contextual influences) is identified as the principal objective of case study research. Using multiple methods to “triangulate” (i.e. confirm and deepen understanding by using multiple sources all focusing on the same process/event) within the same case is described. The article outlines the core criticisms made by case study researchers of large sample surveys. A need exists for a paradigm shift in research on organizational behavior (including modeling the antecedents of new product performance). The article outlines the telling weaknesses of case study research as seen by other researchers. The article examines Senge’s core propositions related to the “mental models” of decision participants. Details illustrate the use of specific research methods for case studies to achieve different research objectives and the combination of objectives. Finally, the article illustrates basic concept variables in a case study and 12 propositions are reviewed briefly. This report reviews classic and recent contributions in the literature on case study research.

Information and findings from investigations of construction projects using qualitative methodologies such as the grounded theory methodology (GTM) are inevitably rich. When using multiple case studies, the cross‐case analysis procedure has been found overwhelming and difficult to grasp all at once. Hence, an approach using rich picture diagrams (RPD) has been applied specifically for the purpose of modelling case studies and capturing the richness of the information along the case studies' storylines. This paper aims to explain the reasoning behind and the development process of such diagrams.

The paper investigates the underlying concepts of the GTM, case study approach, and the soft system methodology (SSM) from which the RPD was originally derived. Based on the identified agreement between and consistency of both methodologies, the development of RPD to model case studies in an ongoing research project (using the GTM) is explained. The subsequent cross‐case analysis procedure is also discussed, leading to conclusions.

The paper demonstrates the applicability of the RPD originating from the SSM as a tool to present the storylines of case studies within the GTM, to improve presentation and enable thorough cross‐case analysis by providing a holistic view of the storylines.

In response to the scholarly challenge to contribute to the further development of the GTM, the paper presents the application of a tool from SSM (i.e. the RPD). Whilst enriching the techniques within the GTM, this application provides a solution for researchers and stakeholders to model case studies of construction projects.

The purpose of this paper is to investigate possible reasons for enterprise resource planning (ERP) system customization in small and medium‐sized enterprises (SMEs), with a particular focus on distinguishing influential factors of the SME context.

An exploratory qualitative research approach was employed, to identify new insights within the SME context. A multiple case study of four SMEs was conducted. Data were collected through 34 qualitative interviews with multiple informants across the four cases.

The paper reports findings from four SMEs where ERP customization has been applied to match organizational needs. First, the level and type of ERP system customization applied by the case organizations were investigated. Then, the reasons for ERP system customization were explored. The analysis identified seven possible reasons leading to ERP system customization, classified according to two phases of the ERP life‐cycle (prior to “going‐live” and after “going‐live”). Reasons specific to the SME context include unique business processes, ownership type, and organizational stage of growth.

The study is based on four cases only. Further research is needed to investigate the applicability of the findings in different contexts.

The study findings are believed to be valuable for organizations about to implement an ERP system, as well as for ERP vendors. By identifying the reasons leading to ERP system customization and investigating the effect of the SME context, the study contributes to a better understanding of ERP system implementation in SMEs.

The paper contributes to the scarce literature on reasons for ERP system customization in SMEs. By classifying the reasons into two phases of the ERP life‐cycle, the study also contributes by exploring ERP system customization practice in different phases of the ERP life‐cycle.

This paper reviews the use of case study research in operations management for theory development and testing. It draws on the literature on case research in a number of disciplines and uses examples drawn from operations management research. It provides guidelines and a roadmap for operations management researchers wishing to design, develop and conduct case‐based research.

This chapter points out that the use of a wide range of theoretical paradigms in marketing research requires researchers to use a broad range of methodologies. As an aid in doing so, the chapter argues for the use of case study research (CSR), defines CSR, and describes several CSR theories and methods that are useful for describing, explaining, and forecasting processes occurring in business-to-business (B2B) contexts. The discussion includes summaries of six B2B case studies spanning more than 60 years of research. This chapter advocates embracing the view that learning and reporting objective realities of B2B processes is possible using CSR methods. CSR methods in the chapter include using multiple interviews (2 + ) separately of multiple persons participating in B2B processes, direct research and participant observation, decision systems analysis, degrees-of-freedom analysis, ethnographic-decision-tree-modeling, content analysis, and fuzzy-set qualitative comparative analysis (fs/QCA.com). The discussion advocates rejecting the dominant logic of attempting to describe and explain B2B processes by arms-length fixed-point surveys that usually involve responses from one executive per firm with no data-matching of firms in specific B2B relationships – such surveys lack details and accuracy necessary for understanding, describing, and forecasting B2B processes.

The purpose of this paper is to investigate the engagement with integrated reporting (IR) of the Development Bank of Singapore (DBS), as one of the banks that pioneered IR. Banking industry members face critical sector-specific issues regarding the use of capitals, especially the disclosure of relational and natural capital-related information, and reporting of the outcomes of capitals. This study examines an innovative approach to accounting for multiple capitals adopted by DBS during its journey toward IR.

This empirical research follows the case study method, using semi-structured interviews with DBS’s managers, and analyzing reports and other documentation.

The authors find that DBS re-conceptualizes, re-categorizes and measures multiple capitals as a form of non-financial value using the balance sheet approach to make visible the interactions and potential tensions (trade-offs) among capitals.

Case studies are best used to understand a specific context, so the findings of this study cannot be generalized statistically. However, the study does provide insights into the banking industry that may be applicable to other organizations.

The categorization and reporting of multiple capitals using the balance sheet approach and the integration of the balanced scorecard are innovative operationalizations of the International <IR> Framework.

This study provides an innovative approach to the categorization and measurement of multiple capitals. It represents a step toward reducing the gap between research and practice on IR.

Several researchers struggle with designing, writing-up and reviewing case study research, but constructing a template for describing and justifying methodological choices is – in contrast with quantitative research – undesirable due to the creative nature of qualitative research. Therefore, the purpose of this paper is to provide insight into the multitude of paths to rigorous case study research and promote rigorous case study research in the service community.

Based upon a review of seminal articles and textbooks, different paths to rigorous case study research are identified. Subsequently, these paths are compared with existing practices in case studies in service research published between March 2017 and April 2019.

Seminal articles and textbooks detail different paths to achieve rigor with regard to research purpose, design, data, analyses and write-up. Overall, the most popular paths in the service community are those proposed by Eisenhardt and Yin. Meanwhile, service researchers increasingly challenge the dichotomy between the inductive and deductive logic by choosing an abductive logic. Transparency and reflexivity are the main points of attention among service researchers doing case study research.

By providing insight into the multitude of paths to rigorous case study research along with their popularity in the service community, this paper helps service researchers to balance rigor and creativity when engaging in case study research. Additionally, this paper offers a framework for reviewing case study research in terms of rigor and creativity.