Field Guide to Case Study Research in Business-to-Business Marketing and Purchasing

Online-Ressource (305 p)

Advances in Business Marketing and Purchasing Ser ; v.21

Advances in Business Marketing and Purchasing ; v.21

Description based upon print version of record

FRONT COVER; FIELD GUIDE TO CASE STUDY RESEARCH IN BUSINESS-O-USINESS MARKETING AND PURCHASING; COPYRIGHT PAGE; CONTENTS; LIST OF CONTRIBUTORS; PREFACE; The Argument for Case Study Research; The Case Studies in This Book; Short-Form Storytelling; Longer Stories; Cases Concerned with Theory Development; Research Explaining the Use of Case Study Methods; References; DEAL-MAKING NEGOTIATIONS BY GOVERNMENTS AND MAJOR PRODUCT SUPPLIERS: A CASE STUDY OF THE U.S. DEPARTMENT OF DEFENSE AND AIRBUS VERSUS BOEING; Theory; The Competing Companies: Airbus and Boeing; Historical Background; 2003; 2008

The Situation Since 2010Analysis; Discussion; References; THE PARABLE OF A LITTLE RESEARCH: MAKING MONEY FROM AN INTERNET TRADING PORTAL; Setting the Scene; The Main Characters and their Early Story; The Research Approach; Guidance from the Literature; General Internet Scene; The Emergence of Online Exchanges; Research Strategy; Research Questions; Research Method; Survey Research; Interviewing Selected Exporters Members; Interviewing Selected Academics; Competitor Analysis; Results; Survey; Interviews with Selected Members; Problems, Points of Pain; Confirmation of Required Services

Competitor AnalysisStrategic and Operational Consequences; Tactics; Industry Focus; Content Development; Integration Platform; Revenue Model; What Happened?; Lessons from the Experience; References; BUILDING RELATIONSHIPS FOR SURVIVAL: COPING MEDIA INDUSTRY DYNAMICS; Introduction and Theoretical Framework; The Structure of the Printing and Graphics Arts Industry; Method; Results and Discussion; Vertical Integration, Relationships, and the Graphics Arts Industry; Effects of Vertical and Horizontal Relationships; Long-Term Effect of Digital Channels and the Democratization of Channels

Concluding RemarksAcknowledgments; References; BARRIERS TO INNOVATION DIFFUSION IN INDUSTRIAL NETWORKS: A SYSTEMATIC COMBINING APPROACH; Introduction; Theoretical Background; Method; Findings; Discussion; Conclusion; Lessons Learned; Acknowledgment; References; USING DISCOURSE ANALYSIS IN CASE STUDY RESEARCH IN BUSINESS-TO-BUSINESS CONTEXTS; Introduction; Discourse Analysis in Business Case Study Research; The Case of Indian Business Networks; A Discursive Methodology; Some Indicative Findings and Analysis; Repertoire (i) - Questioning Globalization

Repertoire (ii) - Past and Present Management PracticesRepertoire (iii) - Professionalism; Repertoire (iv) - India versus China; Repertoire (v) - Nature of Exchange; Discussion - The Contribution of Discourse Analysis; Lessons Learned; Acknowledgment; References; ETHNOGRAPHIC RESEARCH IN SERVICE MARKETING: THEORY, METHODS, AND PRACTICE; The Ethnographic Approach; Methods for Data Collection on the Development Project's Use of Customer Information; Participant Observation; Face-to-Face Observation (FTFO); Telephone Observation (TO); Face-to-Face and Telephone Observation (FTFO/TO)

Informal Discussion and Interview

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