C205 College Building, Hendon Campus, Middlesex University, London
In this presentation, Emmanuella suggests that qualitative positivism limits the full potential of qualitative case research. This ontological perspective endorsed by Eisenhardt and Yin has constituted the de facto disciplinary convention in the areas of business and management and has dominated these areas at the expense of methodological pluralism. However, the real value of the case study lies in deep contextualisation and information richness. To this end, alternative ontologies such as those of interpretivism and critical realism may be able to capture the dynamics and complexities of business phenomena.
Altogether, Emmanuella's effort is to fruitfully problematise the positivistic tradition and bring to the attention of qualitative researchers alternative perspectives of case study research that may enrich our theorising processes and the development of representations of the field.
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Dr Emmanuella Plakoyiannaki is an Associate Professor in International Business at Leeds University Business School and the Director of Research for the International Business Division. She is an Honorary Research Fellow at the University of Glasgow and a Visiting Professor at Aalto University, School of Business, Finland. She holds a PhD in Marketing from the University of Strathclyde, Glasgow, UK. Her research interests lie at the interface of philosophy of science, qualitative research and international business/marketing. Her recent work concentrates on translation, linguistics, and equivalence in cross-language contexts. She has published various academic journals including the Academy of Management Review, Journal of International Business Studies, Journal of Management Studies, International Journal of Management Reviews, International Business Review, Journal of World Business, Industrial Marketing Management, Journal of Business Ethics, European Journal of Marketing and others.