The extant methodological literature has challenged case selection in qualitative case study research for being arbitrary or relying too much on convenience logic. This paper aims to address parts of such criticism on the rigour of case selection through the presentation of a sampling framework...

Purpose – Challenging assumptions about the uni-nationality of markets, the paper aims to understand the role of intra-national cultural heterogeneity in product standardisation and adaptation strategies of multinational firms in a single-country, multicultural market....