Abstract
This chapter introduces the research on rule-breaking market behavior. It includes the relevance of the phenomenon; the objectives and research questions; and an outline of the methodological approach.
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Notes
- 1.
In his original theory of innovation, Schumpeter (1942) refers to this fundamental reframing process as a process of creative destruction (see Chap. VII “The Process of Creative Destruction”).
- 2.
The story of David and Goliath can be found in First Samuel 17 of the Bible. It tells that Goliath, a nine-foot soldier heavily armed, was defeated by a small shepherd, David, with just a sling and a stone. Focusing on the fact that power does not necessarily have to be physical might but can come in other forms. David substituted speed and surprise for strength. While the story about David and Goliath is primarily used to refer to situations of improbable victory, as when an underdog surprisingly defeats a giant, it also nicely illustrates the potential success resulting from a—seemingly simple—change of behavioral standards (Gladwell 2013).
- 3.
Larsen and How Bong (2016) give insight into how management and other fields suffer from construct fallacies such as jingle (two constructs with identical names referring to two different phenomena) and jangle (two labels referring to the same phenomena).
- 4.
Other marketing scholars also refer to principles as “rules of thumb or high-level laws often distilled from experiences” (Challagalla et al. 2014, p. 5, with reference to Hunt 1991, Locke 2002). Here, the focus lies more on principles as general scientific theorems and as a fundamental truth or proposition that serves as the foundation for a system of belief or behavior (Principle n.d.).
- 5.
The distinction between qualitative and quantitative methods is commonplace in social sciences so that a separate explanation to understand better the different modes of reasoning has been used. To classify this work, the term inductive has been used to accentuate the core emphasis on the emergence of patterns from data, rather than to distinguish between qualitative and quantitative work which would merely refer to the type of data (for further elaboration see Eisenhardt et al. 2016).
- 6.
Of course, inductive conclusions are hypothetical and fallible. On the basis of a few empirical observations, we can never be sure that the sealed bag contains only white beans and not one or more red beans that we just have not yet observed (Kennedy 2018).
- 7.
For a detailed description of the example, see Thornberg and Charmaz (2014).
- 8.
At this point, it shall be acknowledged, that there is no “pure” induction in the strict sense (referred to as naïve inductivism by critics) because prior knowledge always shapes researcher’s observations. As Chalmers (2013) points out, researchers are situated within a historical, ideological, and socio-cultural context, and thus bring their own lenses to interpret a specific set of data (for further information see also Maxwell 2018).
- 9.
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Veenendaal, AK. (2019). Relevance and Current Perspectives. In: Toward a Better Understanding of Rule-Breaking Market Behavior. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-16107-1_1
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