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Qualitative research I has always had a place in the field of international business {lB}. Early contributions on [jnn!~'intemationalisalion proccssc.'1, such as the Uppsala model (Johanson and Vahlne 1977) and regional management (Daniels 1986), typically drew upon a range of techniques, including qualitative methods. in order to generate theory and new insights. Vernon (1994, pp. 144-5) went so far as to commcnilhai since questionnaires are often inadequate instruments for the complex issues that are the subjl..'Cl of IB,'some of the most provocative work of researchers... has come from those who have plwnbcd in depth the behaviour of individual finns. or the interplay of a limited cluster of flf1JlS competing in a well-defined product market'.

However, qualitative research still remains a minority and even marginaJised pursuit within lB. and one which ortcn carries the stigma of being a poor CBrCer move …