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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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Document information

  • September 2, 2024
  • 1
  • 2024/2025
  • Class notes
  • Dr. sabrine el baroudi
  • All classes

Subjects

  • deductive
  • course objectives

Written for

  • Vrije Universiteit Amsterdam (VU)
  • International Business Administration
  • Academic Skills (E_IBA1_ACSK)
All documents for this subject (14)

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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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