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....

Purpose – Previous studies of innovation policy claim that there is a mismatch between the underlying assumptions of these policies and the reality of how firms involved in innovation operate. The purpose of this paper is to deepen the knowledge of actual innovation processes in order to...