“…Regarding the latter, the personal semi‐structured interview methodology was selected as the best method to gather useful information, according to several authors (Agostino & Arnaboldi, 2012; Bobe et al, 2017; Costa Oliveira et al, 2020; de Villiers et al, 2016; Hamid, 2018; Khalid et al, 2019; Länsiluoto & Järvenpää, 2010; Lueg & Carvalho e Silva, 2021; Modell, 2012; Murillo Pérez, 2020; Ndevu & Muller, 2018; Wu & Hua, 2018), rather than completing a questionnaire or a survey (Abdelraheem & Hussien, 2022; Alves & Lourenço, 2022; Hristov et al, 2019; Lin, 2022). This is because interviews are considered: ‘a highly efficient way to gather rich, empirical data’ (Eisenhardt & Graebner, 2007, p. 28); ‘the most suitable method to provide answers to the research questions at this early stage of BSC diffusion’ (Malmi, 2001, p. 209); and the best option ‘to guarantee data quality’ (Malmi & Brown, 2008, p. 298), and ‘to obtain a deep‐understanding’ (Hoque, 2014, p. 39).…”