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Multiple case study design: the example of place marketing research

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  • Marek Ćwiklicki

    (Cracow University of Economics)

  • Kamila Pilch

    (Cracow University of Economics)

Abstract

The objective of this paper is to discuss the specificity of multiple case study (MCS) research design using analysis of research description realized according to this strategy in the field of place branding and place marketing published between 1976 and 2016 in scholarly journals. Selecting cases and cases’ context are most frequently explained in place marketing articles where findings are results of MCS research. The choice of a case study as a research strategy and limitations of the studies are less frequently justified in investigated papers. Our analysis shows that the authors should pay more attention to elements characteristic for methodological rigour in their descriptions of the research method. For this purpose, we prepared a checklist. We have discussed in detail key methodological issues for MCS. Moreover, we have formulated guidelines for improving research methodology’s descriptions in scholarly papers. It should lead to an increase in methodological rigour in future research reports. Therefore, researchers will find out suggestions for studying phenomena within place branding domain.

Suggested Citation

  • Marek Ćwiklicki & Kamila Pilch, 2021. "Multiple case study design: the example of place marketing research," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(1), pages 50-62, March.
    • Handle: RePEc:pal:pbapdi:v:17:y:2021:i:1:d:10.1057_s41254-020-00159-2
    DOI: 10.1057/s41254-020-00159-2
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    References listed on IDEAS

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    1. Greene, David & David, Jane L., 1984. "A research design for generalizing from multiple case studies," Evaluation and Program Planning, Elsevier, vol. 7(1), pages 73-85, January.
    2. Alok Acharya & Zillur Rahman, 2016. "Place branding research: a thematic review and future research agenda," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 289-317, October.
    3. Hervé Dumez, 2015. "What Is a Case, and What Is a Case Study?," Post-Print hal-01502620, HAL.
    4. Sonali K. Shah & Kevin G. Corley, 2006. "Building Better Theory by Bridging the Quantitative–Qualitative Divide," Journal of Management Studies, Wiley Blackwell, vol. 43(8), pages 1821-1835, December.
    5. Michael Gibbert & Winfried Ruigrok & Barbara Wicki, 2008. "What passes as a rigorous case study?," Strategic Management Journal, Wiley Blackwell, vol. 29(13), pages 1465-1474, December.
    6. Renaud Vuignier, 2017. "Place branding & place marketing 1976–2016: A multidisciplinary literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 447-473, December.
    7. Wenting Ma & Daan Schraven & Mark de Bruijne & Martin de Jong & Haiyan Lu, 2019. "Tracing the Origins of Place Branding Research: A Bibliometric Study of Concepts in Use (1980–2018)," Sustainability, MDPI, vol. 11(11), pages 1-20, May.
    8. Renaud Vuignier, 2016. "Place marketing and place branding: A systematic (and tentatively exhaustive) literature review," Working Papers hal-01340352, HAL.
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    Cited by:

    1. Beatriz Casais & Túlia Poço, 2023. "Emotional branding of a city for inciting resident and visitor place attachment," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 93-102, March.

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