자연주의적 탐구조사(Naturalistic Inquiry)

From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

Design science research (DSR) has staked its rightful ground as an important and legitimate Information Systems (IS) research paradigm We contend that DSR has yet to attain its full potential impact on the development and use of information systems due to gaps in the understanding and application of DSR concepts and methods This essay aims to help researchers (1) appreciate the levels of artifact abstractions that may be DSR contributions, (2) identify appropriate ways of consuming and producing knowledge when they are preparing journal articles or other scholarly works, (3) understand and position the knowledge contributions of their research projects, and (4) structure a DSR article so that it emphasizes significant contributions to the knowledge base Our focal contribution is the DSR knowledge contribution framework with two dimensions based on the existing state of knowledge in both the problem and solution domains for the research opportunity under study In addition, we propose a DSR communication schema with similarities to more conventional publication patterns, but which substitutes the description of the DSR artifact in place of a traditional results section We evaluate the DSR contribution framework and the DSR communication schema via examinations of DSR exemplar publications

https://www.misq.org/skin/frontend/default/misq/pdf/appendices/2013/V37I2_Appendices/GregorHevnerAppendices.pdf

Positioning and presenting design science research for maximum impact

Aims to address a gap in the literature about quality criteria for validity and reliability in qualitative research within the realism scientific paradigm. Six comprehensive and explicit criteria for judging realism research are developed, drawing on the three elements of a scientific paradigm of ontology, epistemology and methodology. The first two criteria concern ontology, that is, ontological appropriateness and contingent validity. The third criterion concerns epistemology: multiple perceptions of participants and of peer researchers. The final three criteria concern methodology: methodological trustworthiness, analytic generalisation and construct validity. Comparisons are made with criteria in other paradigms, particularly positivism and constructivism. An example of the use of the criteria is given. In conclusion, this paper’s set of six criteria will facilitate the further adoption of the realism paradigm and its evaluation in marketing research about, for instance, networks and relationship marketing.

Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm

Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate research. Its aim is to present and justify guidelines for using the case study research methodology in honours, masters and PhD research theses, and so it should interest candidates and their supervisors. First, appropriate positions on a range of scientific paradigms and core issues of induction and deduction are established. Then implementation of the case study methodology is examined, including the numbers of case studies and of interviews. Unusual but effective uses of theoretical replication to rigorously analyze case study data are illustrated from postgraduate theses. Finally, a framework is provided for constructing a thesis, emphasizing the key methodology chapter.

Processes of a case study methodology for postgraduate research in marketing

This paper argues that action research is more appropriate than traditional research for improving practice, and professional and organisational learning. Our particular aim is to help postgraduates in the social and human sciences to understand and clarify the difference between core action research and thesis action research; that is, between collaborative, participatory action research in the field (aimed at practical improvement in a learning organisation) and independent action research in preparing the thesis (aimed at making an original contribution to knowledge). We present a model to illustrate the distinction and relationship between thesis research, core research and thesis writing.

Action research within organisations and university thesis writing

How should a postgraduate research student present a thesis? This paper provides a structure as a starting point for understanding what a thesis should set out to achieve, and also provides a basis for communication between a student and his or her supervisor. Firstly, criteria for judging a thesis are reviewed and justification for its structure is provided. Then writing style is considered. Finally, each of the five sections are described in some detail: introduction, literature review, methodology, analysis of data, and conclusions and implications.

https://users.ugent.be/~dgosseli/Presentations/PhD-Thesis-Approach.pdf

A Structured Approach for Presenting Theses

Relationship marketing (RM) has emerged as a new marketing idea for many firms in Western countries. The aim of this paper is to review the evolution of RM ideas. Definitional difficulties are sorted out, a typology of many of the relationships is developed, structural and social bonds are identified and whether RM is a paradigm shift for marketing theorists and practitioners is debated. This paper argues that RM is not a paradigm shift, but rather an appropriate marketing approach when management considers product/service, customer, and organization factors. The paper’s contribution is its comprehensiveness and up‐to‐date review of the evolution of core RM ideas.

Thinking about relationship marketing: where are we now?

This paper examines the dynamics of business networks, that is, how these inter‐organisational networks grow and decline. Three rival theories are investigated: predetermined sequence of stages, evolution of unpredictable states and joinings theory which focus on positioning, repositioning and exit. A case study methodology was used for data collection and analysis. Data were collected from in‐depth interviews with network managers/owners of firms networking with other overseas firms entering into Australian and Asian markets. The findings revealed that inter‐firm network development is an evolution of unpredictable states rather than a predetermined sequence of irreversible stages. In turn, a six “states” model of inter‐firm network development was formulated from data. Implications for managerial practices and further research are advanced.

Approaches to relationship development processes in inter‐firm networks

Most research about relationships and networks concentrates on social bonds such as trust and commitment. Little research considers technical bonds and how they interact with social bonds within a relationship. Thus this research investigates how technical bonds of information technology link with social bonds in the relationship between two organisations in a business system, in particular, between a franchisor and franchisees within a franchise system. First, a framework of the structure of a relationship between business alliance partners was synthesised from the business‐to‐business literature. Then Australian franchisors were surveyed about the effects of their investments in information technology upon their franchisor‐franchisee relationship. Structural equation modelling techniques were used to analyse the survey data. The results provided support for the framework, with the franchisor’s increased technical competence from information technology improving the social bonds in a relationship but those bonds being secondary to further technical investment. An implication for managers is that investments in information technology operate through the social bonds within their business.

Chad Perry

Papers

Action research within organisations and university thesis writing

A Structured Approach for Presenting Theses

Thinking about relationship marketing: where are we now?

Approaches to relationship development processes in inter‐firm networks

Technical and social bonds within business-to-business relationships