Cross-Case Analysis

Book chapter (2024)

Authors

A.G. Plugge Responsible Marketing and Consumer Behavior
S. Nikou Responsible Marketing and Consumer Behavior
Research Group
Responsible Marketing and Consumer Behavior
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Published Date

2024

Language

English

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Research Group

Responsible Marketing and Consumer Behavior

Abstract

Based on the empirical descriptive results of the four case studies, we relate our findings to the antecedents as described in Chap. 4. Our cross-case analysis comprises of four sections. First, we analyse the antecedents as used in our research model. In addition, we compare the cross-case findings with the outcomes of our fsQCA analysis in Chap. 5. Second, we discuss and show how we use Resource Orchestration Theory (ROT) as a theoretical lens to analyse and explain our findings. Third, we theorise on how enterprises may apply an ecosystem approach to orchestrate the studied antecedents in a coherent manner. Finally, we summarise our findings and provide cross-case study conclusions.

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