Abstract

Pragmatic Critical Realism has been acclaimed by several scholars as one of the most versatile, application friendly and philosophically consistent paradigms for the social sciences, especially management research (Fleetwood and Ackroyd 2004). One of the more visible methodological offshoots of this epistemological school, being the case study, which has been extensively deployed as a dominant method in strategic management, organizational studies and marketing literatures. Until recently, there was some consternation in the academic world about the insufficiency of recourses available to aggregate individual case studies and extract more generalizable learnings within delimited boundaries. However, the development of the QCA (Qualitative Comparative Analysis) by Ragin (2000; 2014) has changed that perception. In this paper, we argue that all of these case study-based methods, especially as they relate to Norbert Elias’ conception of figurations, and all of which fall under the broader heading of the Abduction methodology; are especially suited to gaining marketing insights in emerging market economies for a host of reasons. This is the issue that we seek to explore through theoretical argumentation and to establish with a review of the methods literature.