Using Multiple Case Study Design and Thematic Analysis in NVivo to Analyze Value Co-Creation in Brand Alliances


Multiple case study design is a qualitative approach that can be used to investigate a phenomenon in its real-world context. It allows the researcher to start with theory to develop research questions and explore them in different cases. While there are several approaches to analyzing findings in multiple case study designs, a six-phase approach to reflexive thematic analysis is a systematic way to evaluate the results. In this case study, readers will learn how to overcome the challenges related to data collection and analysis in a multiple case study design. The practical recommendations for choosing the participants will be discussed. Moreover, the application of reflexive thematic analysis in NVivo will be explored.

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