FRONT COVER -- FIELD GUIDE TO CASE STUDY RESEARCH IN BUSINESS-O-USINESS MARKETING AND PURCHASING -- COPYRIGHT PAGE -- CONTENTS -- LIST OF CONTRIBUTORS -- PREFACE -- The Argument for Case Study Research -- The Case Studies in This Book -- Short-Form Storytelling -- Longer Stories -- Cases Concerned with Theory Development -- Research Explaining the Use of Case Study Methods -- References -- DEAL-MAKING NEGOTIATIONS BY GOVERNMENTS AND MAJOR PRODUCT SUPPLIERS: A CASE STUDY OF THE U.S. DEPARTMENT OF DEFENSE AND AIRBUS VERSUS BOEING -- Theory -- The Competing Companies: Airbus and Boeing -- Historical Background -- 2003 -- 2008 -- The Situation Since 2010 -- Analysis -- Discussion -- References -- THE PARABLE OF A LITTLE RESEARCH: MAKING MONEY FROM AN INTERNET TRADING PORTAL -- Setting the Scene -- The Main Characters and their Early Story -- The Research Approach -- Guidance from the Literature -- General Internet Scene -- The Emergence of Online Exchanges -- Research Strategy -- Research Questions -- Research Method -- Survey Research -- Interviewing Selected Exporters Members -- Interviewing Selected Academics -- Competitor Analysis -- Results -- Survey -- Interviews with Selected Members -- Problems, Points of Pain -- Confirmation of Required Services -- Competitor Analysis -- Strategic and Operational Consequences -- Tactics -- Industry Focus -- Content Development -- Integration Platform -- Revenue Model -- What Happened? -- Lessons from the Experience -- References -- BUILDING RELATIONSHIPS FOR SURVIVAL: COPING MEDIA INDUSTRY DYNAMICS -- Introduction and Theoretical Framework -- The Structure of the Printing and Graphics Arts Industry -- Method -- Results and Discussion -- Vertical Integration, Relationships, and the Graphics Arts Industry -- Effects of Vertical and Horizontal Relationships.

Long-Term Effect of Digital Channels and the Democratization of Channels -- Concluding Remarks -- Acknowledgments -- References -- BARRIERS TO INNOVATION DIFFUSION IN INDUSTRIAL NETWORKS: A SYSTEMATIC COMBINING APPROACH -- Introduction -- Theoretical Background -- Method -- Findings -- Discussion -- Conclusion -- Lessons Learned -- Acknowledgment -- References -- USING DISCOURSE ANALYSIS IN CASE STUDY RESEARCH IN BUSINESS-TO-BUSINESS CONTEXTS -- Introduction -- Discourse Analysis in Business Case Study Research -- The Case of Indian Business Networks -- A Discursive Methodology -- Some Indicative Findings and Analysis -- Repertoire (i) - Questioning Globalization -- Repertoire (ii) - Past and Present Management Practices -- Repertoire (iii) - Professionalism -- Repertoire (iv) - India versus China -- Repertoire (v) - Nature of Exchange -- Discussion - The Contribution of Discourse Analysis -- Lessons Learned -- Acknowledgment -- References -- ETHNOGRAPHIC RESEARCH IN SERVICE MARKETING: THEORY, METHODS, AND PRACTICE -- The Ethnographic Approach -- Methods for Data Collection on the Development Project's Use of Customer Information -- Participant Observation -- Face-to-Face Observation (FTFO) -- Telephone Observation (TO) -- Face-to-Face and Telephone Observation (FTFO/TO) -- Informal Discussion and Interview -- Documents -- The Logbook -- The Case, Field Setting -- Selection of a Case and Field Setting -- The Bargain -- Description of the Case: The Development Process of a Website -- The Bank's Pre-Study -- The Development Put on Hold -- Development of the Technical Platform -- Development of the Structure and Content -- Selection and Description of Informants -- The Project Board -- The Core Development Team -- The Reference Group -- A Few Words on the Field Relationships -- Strategies to Increase the Quality of the Study -- Validity/Veracity.

Prolonged Fieldwork -- Attentiveness to Context -- Multiple Modes of Data Collection -- Reliability/Dependability -- Reflexivity -- Specification of the Research -- Generality/Perspicacity -- Thick Enough Description? -- Consistent with Others' Experiences? -- Lessons about Fieldwork -- References -- A PRIMER TO THE GENERAL THEORY OF BEHAVIORAL STRATEGIES IN BUSINESS-TO-BUSINESS MARKETING -- Introduction -- The General Theory of Behavior Pricing -- For example, several routes lead to outcomes 11 and 12 in Fig. 1. Behavioral pricing theory and research includes observati... -- Limitations -- Conclusion -- References -- B2B INTERACTIONS AT TRADE FAIRS AND RELATIONSHIP QUALITY: A CONCEPTUAL APPROACH -- Introduction -- Interactions and Relationships -- Trade Fairs as Interaction Contexts -- Trade Fairs and Business Relationships: Insights from Practitioners -- Innovation and Relational Interactions -- Informality -- Social Interaction -- Information Exchange and Learning -- Relationship Development -- Socialization Episodes at Trade Fairs, Relationship Quality and Development -- Implications for Trade Fair Participants and Organizers -- Implications for Exhibitors -- Implications for Visitors -- Implications for Trade Fairs Organizers -- Conclusion -- References -- IMPLEMENTING STRATEGIC CHANGES TO GENERATE SUSTAINABLE COMPETITIVE ADVANTAGE -- Strategic Planning and Crisis Management -- Management in Execution -- Research Method -- Lessons Learned -- Top-Level Support -- Human Resources Management -- Communication -- Lean Management -- Financial Control -- The Evidence -- Conclusion -- Limitations and Future Research -- References -- MAKING SENSE OF MARKETING DECISION SYSTEMS THROUGH PICTORIAL REPRESENTATION: DECISION SYSTEM ANALYSIS -- Decision System Analysis -- The Origin and Development of DSA -- How to Conduct a DSA Study.

Related Analysis Techniques, Cognitive Mapping -- An Illustrative Example, Mapping Advertising Agency Decisions -- Back to the Beginning -- Acknowledgment -- References -- NEW B2B METHODS, TECHNIQUES AND TECHNOLOGIES FOR CAPTURING INSIGHTS OF MAJOR ACCOUNT MANAGERS: DEVELOPING B2B COMMUNITIES FOR ENERGY SUPPLY -- Introduction -- Identifying the Business Customer Archetype -- Social Media and Business to Revenue Life Cycle (B2RL) -- Business Customer Engagement Touches -- Online Customer Life Cycle -- Online Communities: Background, Development, Study and Research -- Online Community Development, Study and Research Based on Social Computing -- Online Community Development, Study and Research Based on Big Data and Behavioural Computing -- A New B2B Online Community Research Approach -- Developing B2B Online Communities: The Case Study of Energy Supply -- The B2B Understanding in Electricity Supply: Supply Contracts, Market Segmentation, Major Account Management and Customer I... -- Sensemaking B2B Sales Activities -- B2B Major Account Management Online Community Research Case Study: Strategy and Design -- Community Integration with Existing Marketing Activities -- Valuable B2B Content -- Capturing Major Account Insights -- Social Media B2B Team -- Method of B2B Community Development -- Community Management -- Market Leadership in B2B social sales -- Closing Comments -- References -- FACTORS DRIVING MANUFACTURING FLEXIBILITY: THE TAIWANESE CASE -- Background -- The Research Purpose and Outline of the Research Process -- Phase 1: Constructing a Model from the Service Flexibility Literature -- Phase 2: Establishing Weights for the Factors -- Phase 3: The Fuzzy Logic Analysis -- Phase 4: Producing and Testing the Research Output Propositions -- Discussion -- Lessons from the Results -- Contribution -- References.

USING CASE-BASED RESEARCH FOR AGENT-BASED MODELLING -- Introduction -- Background Considerations -- Modelling Environment -- Research Problem -- Case Description, Data Collection and Analysis -- Rule Extraction Using NSA -- Generalised Process -- Illustration Using the PV Case -- Conclusion -- References -- Table of Variable Descriptions.