Case Studies

1. Qualitative Methods April 2008 Case Studies Robin Teigland Center for Strategy and Competitiveness Stockholm School of Economics robin.teigland@hhs.se www.knowledgenetworking.org

2. A big picture of the research process Männistö & Kauppinen, 2008

3. Different research purposes • To test theory: To explain the causality between different observations or the reasons behind a certain situation concerning the phenomenon • To generate theory: Toexplore a vague problem or a new area of research • To provide description: To describe, i.e., observe and visualize the situation of certain phenomena Eisenhardt, 1989

4. What is a case study? • Investigates a contemporary phenomenon within its real-life context, especially when the boundaries between the phenomenon and context are not clearly evident (Yin) • Focuses on understanding the dynamics present within single settings (Eisenhardt) • Can be used for all three research purposes, but less often to test theory (Eisenhardt)

5. A pragmatic view on research methods • There is no best method • The goodness and appropriateness of a method is dependent on the research purpose in question • The choice of research methods needs to be justified and match the research questions

6. When to choose a case study strategy? Yin, Robert (1994) "Ch 1: Designing Case Studies,"Case Study Research: Design & Methods, 2nd edition, Thousand Oaks, CA: Sage Publications

7. What can the unit of analysis be? • Research object – or unit in the real world context that you will observe • An individual • A role • A group • A process • An organizational entity, eg subsidiary, virtual team • An organization • A geographic region • Or any other definable and observable unit

8. How to collect the data • Participant observation • Direct observation • Interviews • Secondary data • Surveys

9. Process of building theory from case study research Adapted from Eisenhardt, 1989

10. Examples from my thesis research Teigland, 2003

11. RP1: Comparative design with dissimilar cases Teigland, 2003

12. Examples from my thesis research Teigland, 2003

13. My first study – Empirical study of Global R&D in 3 MNCs • Why/how did I choose this study? • Interest in operations management • IIB relationships and influence • Timing and access • Development of research purpose • Literature review • What do we know? based on empirical studies in A or B+ journals • RP: How are MNCs actually managing the knowledge flows in their global R&D networks? • Development of questionnaire • Semi-structured questions based on literature review (R&D, MNC, KM) • and own work experience • Three research questions • What mechanisms are MNCs using to transfer knowledge in their global R&D operations? • What are the impediments that MNCs experience in their attempts to disseminate knowledge in their global R&D operations and how are they overcoming these? • What impact – if any – does the MNC’s ability to enhance the knowledge flows in its global R&D operations have on its R&D performance?

14. My first study – Empirical study of Global R&D in 3 MNCs • Choosing research sites • Defining the selection criteria • Annual sales greater than USD 15 bln; large globally dispersed R&D operations; operating in high technology electronics sector • Selecting the organizations: Ericsson, Xerox, and HP • Data collection • Two people interviewing at all times • 55 interviews: 10-25 interviews at each company • At different levels of organization: top management, lab manager, project manager, researcher • Focus on encouraging them to tell stories about incidents • Critically listening and questioning basic assumptions • Impressions discussed immediately after • Taped and transcribed interviews (use autocorrect!) • Secondary data as well

15. My first study – Empirical study of Global R&D in 3 MNCs • Data analysis • Data reduction – labeling and categorizing to develop R&D matrix (RQ1), challenges (RQ2), and performance (RQ3) • Referred back to literature for guidance and support • Discussed with colleagues • Very iterative process • Write-up • Very iterative process – used transcripts extensively • Only qualitative measures for performance (RQ3) • Held seminar • First round review – need quantitative data for performance (RQ3) • Conducted written questionnaire of selected interviewees

16. Outcomes • Lessons learned • Really important to think through selection of settings and whom to interview • Critically question (in your own head) the assumptions of interviewees • Transcribing interviews takes time but is extremely valuable! • What would I have done differently? • Collected performance data when conducting interviews • Provided me with focus for rest of thesis • Don’t always believe what top management tells you about “how things work around here” • More interested in conducting research in fast-paced, small MNCs than in large, established MNCs

17. EU project: What impact does EU funding have on Research and Technology Development? • Research Questions • Why do organizations engage in RTD collaboration projects funded by EU? • How do EU funded projects affect RTD outcomes, eg patents, publications, networks of the • Study of all EU Framework 5 and 6 projects • For example 600 Life Sciences & Health projects in FP6 • Mix of methods • Social network analysis • Bibliometrics • Case studies

18. Comparative design with dissimilar case approach

19. Comparison of two methodologies Leonard-Barton. 1990

20. Criteria for judging research design quality

21. Strengths & weaknesses of case studies • Strengths • Likelihood of generating novel theory • Generation of testable constructs and hypotheses • Likelihood of empirical validity due to closeness • Weaknesses • Overload of rich data • Overly complex theory (important relationships ) • Narrow and idiosyncratic theory Eisenhardt. 1989

22. So, when do you stop? • Based on time and money constraints • For multiple case studies, a number between 4 and 10 works well. • Stop iterating between theory and data when the gains have become minimal Eisenhardt. 1989

23. A methodological continuum/Trade-offs among methodologies Type of Study # of Units of Analysis 30 27 24 21 18 15 12 9 6 3 1 Statistical Studies Statistical Sample Field Study Multiple Cases Case/Field Studies Case Study Little Some Much Methodological Applicability Meredith, Jack (1998) "Building operations management theory through case and field research,"Journal of Operations Management, 16(4): 441-454.

24. Criticism of case studies • Lack of rigor of case study research • Confusing case study research with case study teaching • Provide little basis for scientific generalization • Case studies take too long Yin, Robert (1994) "Ch 1: Designing Case Studies,"Case Study Research: Design & Methods, 2nd edition, Thousand Oaks, CA: Sage Publications

25. A pragmatic view on research methods • There is no best method • The goodness and appropriateness of a method is dependent on the research purpose in question • The choice of research methods needs to be justified and match the research questions

26. Thanks and good luck! Robin Teigland robin.teigland@hhs.se www.knowledgenetworking.org www.slideshare.net/eteigland