Andersen, Poul Houman; Dubois, Anna; Lind, Frida - In: Journal of Business & Industrial Marketing 33 (2018) 4, pp. 539-549
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....
