Better Stories, Not Better Constructs, To Generate Better Theory: A Rejoinder to Eisenhardt

Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity

“…Case-based research is an established research method in business and management (Bonoma, 1985;Eisenhardt, 1989;1991;Eisenhardt & Graebner, 2007;Dyer & Wilkins, 1991;Gummesson, 2000;Woodside & Wilson, 2003;Yin, 2009;Woodside, 2010).…”

Marketing, Morality and the Natural Environment

“…Eisenhardt (1989) recommends the use of the case study as a powerfiil research tool, but feels that the problem of generalizabihty indicates a need to analyse between four and ten cases in order to produce convincing findings. Conversely Dyer and Wilkins (1991) argue convincingly for a single case design, thus enabling thick description and good storytelling. The ethnographic work of Van Maanen (1973; provides an excellent example of how a single case setting can be used to explore phenomena at multiple levels -separate individuals and groups, different situations, different times, etc.…”

“…This is a matter of considerable dispute within the interpretive fradition of organizational research (Dyer and Wilkins, 1991;Eisenhardt, 1991), but it is apparent that there is no absolute universal superiority of either sfrategy. Indeed, it is evident that within a grounded theory approach the choice should depend on the relative contribution of case study data to the sfrength of the resulting theory.…”

“…Weick (1989) suggests that in order to constmct good theory the analyst should use and explore his or her unagmative capabilities; the greatest danger, he argues, lies ki pretending that these elements are not present at all. Dyer and Wilkins (1991) pursue a similar theme in criticising Eisenhardt's (1989) work, arguing that an over-emphasis on "sharply defined, measurable constmcts," (1989:542) pushes the analyst towards a more ftmctionahst conception of theory building based on testable propositions. This then incurs severe limitations on the analyst's ability to explore less obvious social dynamics and moral issues since deeper, nontestable or tentative insights will be eliminated from the process of theory generation.…”

“…proposed that the best test of extemal vahdity for research of this kind is what Dyer and Wilkins (1991) have termed the "aha experience". This is where rich and vivid description have revealed the dynamics of a situation m such a way that the reader can identify sunilar dynamics in his or her own experience.…”