From a Distance to Up Close and Contextual: Moving Beyond the Inductive/Deductive Binary

Mary Yoko Brannen

Research output: Contribution to journalComment/debateResearchpeer-review


Opening a field to a diversity of methods takes maturity of the field, a supportive infrastructure, and time. Now, in the wake of our 50th anniversary, we can say the IB field has reached a certain amount of maturity. In this commentary, I provide the backstory to this year’s big win for qualitative methods – the 2021 Decade Award – and discuss how there has never been a better time for the power of richness from case studies, ethnographies, and a wide range of other types of qualitative research to surface and contribute meaningfully to IB theory.
Original languageEnglish
JournalJournal of International Business Studies
Issue number1
Pages (from-to)64-71
Number of pages8
Publication statusPublished - Feb 2022

Bibliographical note

Published online: 12 November 2021.


  • Case theoretic approaches
  • Qualitative research
  • Ethnography
  • Meta-analysis

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