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Paper info: Integrating case-study research into business marketing education: illustration from the Bordeaux wine market


Integrating case-study research into business marketing education: illustration from the Bordeaux wine market


Carlos Diaz Ruiz,
Katy Mason
Lancaster University
United Kingdom
Katy Mason ,
Luis Araujo
University of Manchester
United Kingdom
Luis Araujo and Pierre Mora

Place of Publication

The paper was published at the 33rd IMP-conference in Kuala Lumpur, Malaysia in 2017.


Not available


The IMP tradition has produced outstanding developments in the case study research method. However, even though case study research has become the methodology of choice for business-to-business qualitative researchers, the case study is reserved for research, and its application in teaching remains limited. Business schools often teach using cases, but case-method teaching is quite different from case-study research. Case-method teaching, developed at Harvard Business School, uses narratives inspired by managerial challenges, and teaches problem-solving skills through student collaboration. Case-method teaching has been criticized because of its inflexibility and lack of depth. In contrast to case-method teaching, case-study research is a decades-old tradition in business-to-business marketing, and its strengths are precisely in generating in-depth understandings and novel theorizations. This paper investigates the application of case study research as a teaching tool in business marketing education. We conducted a collaborative research effort together with students in the context of the Bordeaux wine market. The resulting experience suggests that conducting collaborative case study research with students constitutes a flipped classroom strategy that can be successfully integrated in the pedagogics of business, service and industrial marketing. Some of the benefits include: student collaboration in the research process enables in-depth familiarity with a business market that cannot be possible only with lectures; and lecturers can teach concepts from business marketing literature organically, thus students develop critically and strategically sound understandings of business marketing.