How to Write Up Case-study Methodology Sections

Adam Lindgreen*, C. Anthony Di Benedetto, Michael B. Beverland

*Corresponding author for this work

Research output: Contribution to journalEditorialpeer-review


Business-to-business marketing academics study complex phenomena, aiming to describe these phenomena through theoretical frameworks, explaining the relationships among the framework's constructs, and provide guidance and insight to decision-makers. Not surprisingly, often business-to-business researchers undertake qualitative case studies. In this editorial, we discuss what we believe could be reported in the write-up of a case-study methodology section. In particular, we consider the issues of selecting cases; crafting instruments and protocols, entering the field; and analyzing the data. How to assess the validity and reliability of qualitative case studies is also discussed. We finish the editorial by examining three exemplar case studies that have been published in Industrial Marketing Management.

Original languageEnglish
JournalIndustrial Marketing Management
Number of pages4
Publication statusPublished - 25 Apr 2020

Bibliographical note

Epub ahead of print. Published online: 25. April 2020


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