Advancing hermeneutic research for interpreting interfirm new product development

Emerald Group Publishing Limited
Publication Type:
Journal Article
The Journal of Business and Industrial Marketing, 2005, 20 (7), pp. 364 - 379
Issue Date:
Full metadata record
Files in This Item:
Filename Description Size
Thumbnail2005002301.pdf2.82 MB
Adobe PDF
Purpose The principal objective here is to describe conceptual and research tools for achieving deeper sense-making of what happened and why it happened including how participants interpret outcomes of what happened and the dynamics of emic (executive) and etic (researcher) sense-making. Design/methodology/approach This article uses a mixed research design including decision systems analysis, cognitive mapping, computer software-based text analysis, and the long interview method for mapping the mental models of the participants in specific decision-making processes as well as mapping the immediate, feedback, and downstream influences of decisions-actions-outcomes. Findings The findings in the empirical study support the view that decision processes are prospective, introspective, and retrospective, sporadically rational, ultimately affective, and altogether imaginatively unbounded. Research limitations/implications Not using outside auditors to evaluate post-etic interpretations is recognized as a method limitation to the extended case study; such outside auditor reports represent an etic-4 level of interpretation. Incorporating such etic-4 interpretation is one suggestion for further research. Practical implications Asking executives for in-depth stories about what happened and why helps them reflect and uncover very subtle nuances of what went right and what went wrong.
Please use this identifier to cite or link to this item: