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

The strength of any confirmatory research method depends on two factors. Fi rst, the relationship between theory and method, and, second, how the resea rcher 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 res earch. By addressing the traditional criticisms of case research, a systema tic case methodology is developed that can be useful for testing theory. Ce ntral to this confirmatory case method are three elements. First, the resea rch must begin with hypotheses developed by theory. Second, the research de sign must be logical and systematic. Third, findings must be independently evaluated. By designing research projects around these aspects, case studie s become theory-based, systematic, rigorous, and more objective. As such, c ase research cart provide marketers with one more tool to investigate busin ess-to-business marketing phenomena. (C) 1999 Elsevier Science Inc. All rig hts reserved.