Achieving accuracy, generalization-to-contexts, and complexity in theories of business-to-business decision processes

► Generalizing to contexts as well as to theory is possible in case study research. ► “Having your cake and eating it too” is possible in case study research. ► Case studies with samples of 5 to 30 cases offer unique advantages for creating useful management decision algorithms. ► Qualitative comparative analysis is a powerful tool for testing the efficacy of algorithms and crafting theory in IMM. ► In reality, there are no outliers; all cases are exceptionally unique yet generalizing across cases is still useful.