“…As for Zikmund, Babin, Carr, & Griffin (2010), they referred a case study as a description of a particular person, group, organization, or event that face a situation in business context. Hence, the case study is used to generate theory (Woodfield, Shepherd, & Woods, 2017) In addition, this study employed a multiple case analysis which enables the researcher to explore differences within and between cases to replicate findings across cases (Yin, 2014;Bizri, 2016;Woodfiel et al, 2017). Since comparisons are to be drawn, it is imperative that the cases are chosen carefully so that the researcher can predict similar results across cases, or predict contrasting results based on a theory (Yin, 2014;Boyd, Royer, Pei, & Zhang, 2015).…”