Visualizing⋅matching⋅generalizing: Case identification hypotheses and case-level data analysis

The traditional and still dominant logic among nearly all empirical positivist researchers in schools of management is to write symmetric (two-directional) variable hypotheses (SVH) even though the same researchers formulate their behavioral theories at the case (typology) identification level. The behavioral theory of the firm, theories of buyer behavior, and Miles and Snow's typology of organization's strategy configurations (e.g., “prospectors, analyzers, and defenders”) are iconic examples of formulating theory at the case identification level. When testing such theories, most researchers automatically, unconsciously, switch from building theory of beliefs, attitudes, and behavior at the case identification level to empirically testing of two-directional relationships and additive net-effect influences of variables. Formulating theory focusing on creating case identification hypotheses (CIH) to describe, explain, and predict behavior and then empirically testing at SVH is a mismatch and results in shallow data analysis and frequently inaccurate contributions to theory. This paper describes the mismatch and resulting unattractive outcomes as well as the pervasive practice of examining only fit validity in empirical studies using symmetric tests. The paper reviews studies in the literature showing how matching both case-based theory and empirical positivist research of CIH is possible and produces findings that advance useful theory and critical thinking by executives and researchers.

Chinese abstract在各个管理学流派的几乎所有经验实证主义研究者当中，传统上以及当前依然占主要地位的逻辑是撰写对称（双向）变量假设（SVH），即便这些研究者都是在案例（类型学）识别层面用公式表示他们的行为理论。《企业行为理论》（Cyert & March，1963年）、《购买者行为理论》（Howard & Sheth，1969）以及迈尔斯和斯诺（1978年）的组织策略构形类型学（例如“探索者、分析者和防守者”）是在案例识别层面用公式表示理论的形象例子。在检验该等理论时，多数研究者都在不经意间自动地从在案例识别层面对信念、态度和行为理论的建设转向了对双向关系和各变量的附加净有效影响的经验主义检验。以设立案例识别假设（CIH）为焦点用公式表示理论从而对行为进行描述、说明和预测，然后以对称（双向）变量假设进行经验主义检验，这是一个错误的配对，导致数据分析肤浅，以及对理论提供的[信息]经常不准确。本论文描述了这一错误的配对及其所导致的没有吸引力的结果以及在经验主义研究中使用对称性试验只对合适的有效性进行考察的普遍做法。基于案例的理论与对案例识别假设进行的经验实证主义研究有多大配对可能性，本论文回顾了对之进行阐释的文献的研究并提供了以高管和研究人员推动有用理论和批判性思维向前发展的研究结果。