JSR

The case study research method has gained significant recognition as a vital approach for investigating complex business phenomena in contemporary settings. This study explores the relevance and rigour of case studies within the business research community, emphasizing their unique ability to provide in-depth insights into multifaceted issues such as digital transformation, corporate sustainability, market dynamics, and strategic decision-making. Despite common misconceptions regarding the validity and rigour of the case study method, this study elucidates how robust methodological frameworks can ensure construct, internal, external, and reliability, thereby reinforcing its standing as a credible research strategy. Current challenges faced by businesses, ranging from the rapid integration of artificial intelligence and machine learning to the dynamics of globalization and shifting consumer expectations, underscore the necessity of utilizing a case study approach. Through detailed examinations of real-world scenarios, case studies reveal a nuanced understanding of how organizations adapt to disruptive forces, manage crises, and implement innovative strategies. By capturing the complexities of organizational behaviours and market interactions, case studies provide valuable insights that can inform both practice and theory, enabling businesses to navigate today’s volatile environments effectively. Case studies not only enhance the understanding of theoretical concepts but also empower researchers and practitioners to apply these concepts to real-world challenges, bridging the gap between academic learning and practical application. Ultimately, this study calls for greater acceptance of case study research in business as a rigourous and valuable method for generating insights that drive organizational performance, inform strategic decision-making, and contribute to the development of theories that are responsive to the complexities of the modern business landscape. Through this enhanced understanding, business researchers and practitioners alike can leverage the case study method to address pressing challenges and seize opportunities in an increasingly interconnected world.

case study research; business strategy; digital transformation; corporate sustainability; qualitative methods; organizational behaviour; theory development