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           In Gioia’s approach, replication functions at the level of   Bartunek, J. M., Rynes, S. L., & Ireland, R. D. (2006). What makes
           codes. So qualitative researchers can look to techniques that   management research interesting, and why does it matter? The
           are shared across approaches, but the needs and idiosyncra-  Academy of Management Journal, 49, 9-15.
           sies of every research project will require customization. To   Battilana, J., & Dorado, S. (2010). Building sustainable hybrid
           sum up, Denny, Kathy, and Ann each agree that their method   organizations: The case of commercial microfinance organiza-
           should be used flexibly. A methodology is not a cookbook;   tions. Academy of Management Journal, 53, 1419-1440.
           rather, it provides scholars with orienting principles and tools   Berger, P. L., & Luckmann, T. (1967). The social construction of
                                                                  reality: A treatise in the sociology of knowledge. New York,
           that always need to be modified and customized.        NY: Anchor.
             Third, it is important to create theory–method package   Bingham, C. B., & Eisenhardt, K. M. (2011). Rational heuristics:
           “fit.” This goes beyond ensuring that a study’s methods are   The “simple rules” that strategists learn from process experi-
           internally consistent to encompass the relationships among   ence. Strategic Management Journal, 32, 1437-1464.
           methods and the research question one is asking and theoreti-  Bluhm, D. J., Harman, W., Lee, T. W., & Mitchell, T. R. (2011).
           cal contribution(s) one intends to make. The ontologies, epis-  Qualitative research in management: A decade of progress.
           temologies, and even types of theories differ among    Journal of Management Studies, 48, 1866-1891.
           approaches. It is important for people to customize   Bruns, H. C. (2013). Working alone together: Coordination
           approaches for their research designs; it is fundamental that   in collaboration across domains of expertise.  Academy of
           scholars doing qualitative research are sensitive to the link-  Management Journal, 56, 62-83.
           ages between methods and theory. From a method point of   Bryman, A. (1988).  Quantity and quality in social research.
           view, although a given method may be suitable to many   London, England: Unwin Hyman.
           tasks, this does not mean that it is suitable to every task.   Bucher, S., & Langley, A. (2016). The interplay of reflective and
           Similarly, from a theory point of view, although there may be   experimental spaces in interrupting and reorienting routine
                                                                  dynamics. Organization Science, 27, 594-613.
           more than one way of making a theoretical contribution, the   Campbell, D. T., III. (1975). “Degrees of freedom” and the case
           kind of theoretical contribution one aspires to make has   study. Comparative Political Studies, 8, 178-193.
           implications for the kinds of methodological choices that are   Chomsky, N. (1965). Aspects of the theory of syntax. Cambridge,
           appropriate.  In sum, in designing a study, qualitative   MA: MIT Press.
           researchers need to find theory–method fit.        Clark, S. M., Gioia, D. A., Ketchen, D. J., & Thomas, J. B. (2010).
                                                                  Transitional identity as a facilitator of organizational identity
           Acknowledgments                                        change during a merger. Administrative Science Quarterly, 55,
                                                                  397-438.
           We thank the Organization and Management Theory (OMT)
           Division of the Academy of Management for sponsoring the origi-  Corley, K. G., & Gioia, D. A. (2004). Identity ambiguity and change
           nal  symposium  together  with  co-sponsorship  from  the  Business   in the wake of a corporate spin-off.  Administrative Science
           Policy and Strategy, and Managerial and Organizational Cognition   Quarterly, 49, 173-208.
           Divisions; the Alberta School of Business for providing financial   Corley, K. G., & Gioia, D. A. (2011). Building theory about theory
           support for videotaping the symposium; and Kara Stephenson   building: What constitutes a theoretical contribution? Academy
           Gehman for her editorial assistance in preparing this article.  of Management Review, 36, 12-32.
                                                              Davis, J. P., & Eisenhardt, K. M. (2011). Rotating leadership and
           Declaration of Conflicting Interests                   collaborative innovation:  Recombination processes  in sym-
                                                                  biotic relationships.  Administrative Science Quarterly,  56,
           The author(s) declared no potential conflicts of interest with respect   159-201.
           to the research, authorship, and/or publication of this article.  Denis, J.-L., Dompierre, G., Langley, A., & Rouleau, L. (2011).
                                                                  Escalating indecision: Between reification and strategic ambi-
           Funding                                                guity. Organization Science, 22, 225-244.
           The author(s) received no financial support for the research, author-  Denis, J.-L., Lamothe, L., & Langley, A. (2001). The dynamics of
           ship, and/or publication of this article.              collective leadership and strategic change in pluralistic organi-
                                                                  zations. Academy of Management Journal, 44, 809-837.
           Supplemental Material                              Denzin, N. K., & Lincoln, Y. S. (2005). The SAGE handbook of
                                                                  qualitative research (Vol. 3). Thousand Oaks, CA: Sage.
           The supplement video is available at http://journals.sagepub.com/  Eisenhardt, K. M. (1989a). Building theories from case study
           doi/suppl/10.1177/1056492617706029.                    research. Academy of Management Review, 14, 532-550.
                                                              Eisenhardt, K. M. (1989b). Making fast strategic decisions in high-
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