Representing BtoB reality in case study research: Challenges and new opportunities

CSR (case study research) is extensively used in BtoB marketing research. Over the last few years, the debate on the use of CSR has normally concentrated on the validity of the method and the way in which CSR is undertaken, although the question of representation has not really been discussed. There are actually many ways of representing these same observed phenomena and, consequently, the representation of results has an important impact on another aspect such as the extent to which an audience finds a case and its implications attractive and convincing. Conventionally, CSR results are represented in BtoB marketing research through a description and narration of the case, the use of protagonists' verbatim and narratives as well as the use of graphics, tables, and figures. We propose the introduction of videography to provide a richer representation of reality, which is seductive, and supports theory building. Videography is a form of visual anthropology encompassing the collection, analysis, and presentation of visual data; it has the potential to rejuvenate case study research developed for BtoB marketing purposes. Videography provides a representation of CSR research in the form of an edited film that its audience could experience as compelling and fascinating.