CABBALISTIC CASES: DEMYSTIFYING GENERALIZABILITY

Jillian Farquhar

London Metropolitan University

Jillian is Professor of Management at London Metropolitan University where she also leads the doctoral programme in the Faculty of Business. She has published extensively in the marketing of financial services and more recently in case study research methods.

Abstract

Case study research is concerned with in-depth and within context knowledge which is generated empirically. As such it is well suited to address complex marketing problems thus advancing theory in the discipline. In spite of... [ view full abstract ]

Authors

  1. Jillian Farquhar (London Metropolitan University)

Topic Area

Marketing Research & Methodology Track: Click here for the Marketing Research & Methodolog

Session

PT5-MRM1 » Marketing Research & Methodology (15:30 - Wednesday, 8th July)

Paper

cabbalistic_cases_revised.pdf

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