Putting critical realism to work in the study of business relationship processes

The complexity of business relationships and networks presents particular challenges to researchers aiming to investigate processes over time. Critical Realism is proving to be particularly apposite in the study of such processes. Notwithstanding the growing use of critical realism, we acknowledge that is not an easy ontology to apply. In addition, characteristics of business relationships and industrial networks lead to specific challenges in the application of Critical Realism. This paper fills this methodological gap by offering clear support in the design and execution of a study on business relationships and networks using critical realism as ontology. We identify specific methodological challenges related to the field of industrial marketing, and how these challenges may be overcome. This will involve a discussion on how this perspective affects our view of business relationships and networks, the research design, and the theorization process, moving from thick description common in small N studies towards analytical generalization. This paper contributes to existing discussion on the use of critical realism in industrial marketing research with the introduction of a 4-task Critical Realist Research Spiral to guide researchers in the consistent use of this ontological position. This is supported by nine reflective questions to guide researchers throughout the research process. (c) 2012 Published by Elsevier Inc.