Research Information System
in: Handbook of Research Methods for Marketing Management, Robin Nunkoo,Viraiyan Teeroovengadum and Christian M. Ringle, Editor, Edward Elgar , London, pp.193-209, 2021
By following the leading textbooks and with systematic literature review of concept related to case studies, this chapter aims to derive the evaluation framework based on which positive examples of case study use will be defined together with common mistakes that occur during its application in marketing management field.