Theory testing using case studies in business-to-business research

The strength of any confirmatory research method depends on two factors. First, the relationship between theory and method, and, second, how the researcher attends to the potential weaknesses of the method. Case research has typically been criticized as lacking objectivity cmd methodological rigor. As such, case research has been thought to be applicable to exploratory research. By addressing the traditional criticisms of case research, a systematic case methodology is developed that can be useful for testing theory. Central to this confirmatory case method are three elements. First, the research must begin with hypotheses developed by theory. Second, the research design must be logical and systematic. Third, findings must be independently evaluated. By designing research projects around these aspects, case studies become theory-based, systematic, rigorous, and more objective. As such, case research cart provide marketers with one more tool to investigate business-to-business marketing phenomena. (C) 1999 Elsevier Science Inc. All rights reserved.