Synopsis
How does an academic researcher or management consultant really find out what is happening in a company? What methods are used by the researcher and the consultant? What are the basic values and references--paradigms--that control the researcher and the consultant?
In this volume, Gummesson explores qualitative methodology as a powerful tool for research in management and business administration. With skill and insight, he analyzes the roles and methods used by academic researchers and management consultants when working with change processes in companies and organizations. Focusing on case study research and the use of qualitative methods for data collection and analysis, he aims to make the researcher more aware of research opportunities inherent in the application of a qualitative approach. Qualitative Methods in Management Research advocates more involvement by the researcher and consultant through increased application of participant observation as used in anthropology and through action research/action science, which combines the roles of researcher and consultant. Subjects discussed include decision-making, implementation, and change processes within companies and other organizations, as well as problems of access, preunderstanding, and awareness of one′s own values.
A fascinating contribution to the theory of science and methodology, this volume is essential reading for those involved in management studies and research: researchers, consultants and their clients, and students.
"The author′s wealth of experience in both the academic and consultancy world clearly flows through this entire work. Throughout, the book is fresh and insightful and illustrates a considerable amount of thoughtful reflection. A variety of examples and cases are detailed to support the book′s main points. . . . For all those academics looking for a way to secure a greater understanding of the richness of the real world of management and use such experiences to generate theory, this book provides a valuable background on how to proceed. For the practicing consultant, perhaps the greater value of this work will be that of self-understanding. . . . Such a book makes a valuable contribution to management research theory. The work is pragmatic, politically and commercially aware, and should of itself spark a profitable area of research and debate."
--Journal of General Management
"The differences between the scientific and consultant paradigms are well-described, and comparisons between the postitivistic and hermeneutic paradigms are similarly well made. There are many useful tabulations, particularly those in the excellent chapter dealing with quality of research and consultancy performance. . . . Dr. Gummesson has made a most worthwhile contribution to an under-appreciated area of management research. His views, which draw on hundreds of references from many expertise areas, deserve attention and debate."
--Journal of the Operational Research Society
About the Author
Evert Gummesson is Professor Emeritus of Service Marketing and Management at the Stockholm Business School, and is its former Research Director. He graduated at the Stockholm School of Economics, has a Ph.D. from Stockholm University and is a Fellow and Honorary Doctor of Hanken School of Economics, Helsinki, Finland, and a Fellow of the University of Tampere, Finland. He is a frequent speaker at conferences, companies, executive education programs, and universities throughout the world.
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