Abstract
![CDATA[Cross-case analysis is a qualitative methodology widely used in social science. However, systematic and rigorous analysis techniques that consistently produce objective and reliable findings need to be identified. This paper adapts Porter’s Strategic Group Mapping principles to form an analysis technique for explanatory research. A cross-case analysis of 18 horticultural retailers was undertaken to investigate antecedent variables associated with a firm’s adoption of e-business. From 16 constructs identified in the literature, five independent variables for adopting e-business were significant, providing support for the use of Strategic Group Mapping principles in qualitative data analysis. It is suggested that this technique provides a complementary tool for improving internal reliability in cross-case research.]]
Original language | English |
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Title of host publication | Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W. |
Publisher | Promaco Conventions for the ANZAM 2008 Conference |
Number of pages | 1 |
ISBN (Print) | 1863081445 |
Publication status | Published - 2008 |
Event | Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → … |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Period | 1/12/13 → … |
Keywords
- small business
- technological innovations
- horticultural products industry
- electronic commerce
- qualitative research
- case studies