Class notes

Firm Positioning, Marketing, and Stakeholder Relations Impact on Firm Performance

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Course
Academic Skills (E_IBA1_ACSK)

Institution
Vrije Universiteit Amsterdam (VU)

Firm performance is shaped by positioning, marketing, and stakeholder relations. Research Approaches: Inductive: Few theories; develop new theories via qualitative research. Deductive: Many theories; test and refine through quantitative research. Process: Induction → Data → Theory → D...

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Uploaded on September 2, 2024
Number of pages 1
Written in 2024/2025
Type Class notes
Professor(s) Dr. sabrine el baroudi
Contains All classes

deductive
course objectives

Institution
Vrije Universiteit Amsterdam (VU)
Education
International Business Administration
Course
Academic Skills (E_IBA1_ACSK)

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Firm positioning, marketing and stakeholder relations are influencing (positive, negative)
the performance of a firm.

Different research approaches (Lee & Lings, 2013, p.6):

Inductive: when you can’t find theories, self-inventive theory (qualitative research)

Deductive: there are many theories already. Accurate? Refinements? (quantitative
research)

What type of research do you use?

Example: Students pass course or not?

GO TO: Scholar, VU Library.

Induction (not many theories available): By making observations and interview you can
get an better view / perspective why things happen  afterwards analyze.

Deduction (many theories available): Use other theories to set up hypotheses and test
them  Analyze  Accurate or refine?

CIRCLE: Induction  data collection  generalize from data  theory  deduction 
generate hypotheses  accurate: stop or refine: further  induction.

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