Process validation: Coping with three dilemmas in process-based single case research
Artikel i vetenskaplig tidskrift, 2018

Purpose - Recent research suggests that the interest in process-based single-case studies is increasing in business-to-business (B2B) marketing. This paper aims to discuss research validity issues and dilemmas encountered by process-based single-case researchers in B2B marketing.

Design/methodology/approach - This is a methodology paper that builds on an integration of experiences, ideas and literature.

Findings - In the paper, three dilemmas are suggested that researchers need to deal with in process-based single-case research. These relate to the casing process: crafting the case, communicating the case and describing the process of the study. Furthermore, process validation is suggested as a research quality concept concerned with how these dilemmas are handled.

Research limitations implications - Based on the notion of process validation, the authors provide suggestions for how casing, as a process-based single-case approach, can be conveyed and advanced in its own right.

Practical implications - This study can be used to convey insights that can help new and experienced researchers in conducting single-case studies in B2B.

Originality/value - Coping with issues of research quality in B2B marketing is of relevance to researchers dealing with process-based single-case research and process validation issues, as well as to journal reviewers evaluating the qualities of process-based single-case research.

Single-case research

Business-to-business marketing

Process validation

Qualitative research

Quality criteria


Poul Houman Andersen

Norges teknisk-naturvitenskapelige universitet

Aalborg Universitet

Anna Dubois

Chalmers, Teknikens ekonomi och organisation, Supply and Operations Management

Frida Lind

Chalmers, Teknikens ekonomi och organisation, Supply and Operations Management

Journal of Business and Industrial Marketing

0885-8624 (ISSN)

Vol. 33 4 539-549


Annan maskinteknik





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