The case study approach in operations management research

This paper explores qualitative research in general and the case study approach in particular as used in Operations Management (OM) theory-building research. It discusses the relative strengths and weaknesses of qualitative approaches used in OM research as against their quantitative counterparts while arguing for the specific strengths and suitability of multiple case study approach in investigating contemporary topics and soft issues within the OM field. The paper attempts to position case study approach as a credible alternative to traditional positivist approaches currently used in OM research by addressing some key epistemological and methodological issues that have been overlooked in extant literature. The importance of articulating the philosophical foundation, taking a holistic approach to research design and a clear exposition of the research methodology used in demonstrating the credibility of case study research is emphasised.