Cross-case analysis : an alternative methodology

Cross-case analysis is a qualitative methodology widely used in social science. However, systematic and rigorous analysis techniques that consistently produce objective and reliable findings need to be identified. This paper adapts Porter?s Strategic Group Mapping principles to form an analysis technique for explanatory research. A cross-case analysis of 18 horticultural retailers was undertaken to investigate antecedent variables associated with a firm?s adoption of e-business. From 16 constructs identified in the literature, five independent variables for adopting e-business were significant, providing support for the use of Strategic Group Mapping principles in qualitative data analysis. It is suggested that this technique provides a complementary tool for improving internal reliability in cross-case research.