Purpose -At the moment central concepts relating to the case study strategy are insufficiently understood. This is unfortunate in that the truth value of results inferred from case studies may be questioned. Given the fact that case studies are widely employed in many fields the identified ambiguities represent an imperative dilemma of great consequences to the research community in general. Hence, the objectives are to identify ambiguities, explore further consequences of ambiguities and to propose a rival understanding that will remedy the present inconsistencies. Design/methodology/approach -An analysis of literature was undertaken. Based on a critical assessment of existing theoretical concepts, modifications and novel conceptual ideas are proposed. The proposed framework is, moreover, thoroughly exemplified by a business-to-business research example, thereby enhancing applicability when future case studies are undertaken. Findings -The outcome was a string of generic case study characteristics, an elaboration of ambiguity and consequences of the identified ambiguity, a modification of Yins' case study design typology, and finally an integrative theoretical framework that illustrates an alternative conception of the unit of analysis and the case. Accepting the criticisms and ideas presented makes it easier to identify and demarcate units of analysis that are comparable with the original analyzed unit of analysis. This will enhance the probability of authenticity and fittingness of inferred case results. Originality/value -The contributions of this paper will facilitate a higher level of awareness about the assumptions of the paradigmatic posture researchers hold. This will cause researchers to craft more logical coherent designs and conduct better case studies across fields of theories. Moreover, they will to a higher extent be able to understand rival points of view, enabling them to construct more nuanced and astute discussions and novel insights.

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The performance measurement wave in the 90s had an impact on how many companies perceived quality and measurement (Grant et al. 1994;Hines 1994). Also, in many industrial companies the implementation of TQM and ISO standards had very severe consequences on the method by which suppliers were measured. For example, as a part of the ISO certification system, it is required that evaluation systems Abstract Formalised supplier evaluation systems have become more widespread.The aim of this study is to uncover how evaluation systems are used and what role the individual buyer still plays. Currently very little is known of whether formalised supplier evaluation systems are used as intended. Focus is on how evaluation may differ because of different supplier types, how performance measurements are related to the firm's aims and whether buyers actually use the evaluation systems! To undertake an in-depth investigation a case-study approach was used. The study unit was two buying managers -one manager from a small firm and one from a large firm. The findings indicate that parameters used for assessments of suppliers depend on the supplier's role and the firm's aims, but also that the buying manager's perception of the supplier will still influence how the supplier is handled.