Firm Positioning, Marketing, and Stakeholder Relations Impact on Firm Performance
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Grado
Academic Skills (E_IBA1_ACSK)
Institución
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...
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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