Process validation: coping with three dilemmas in process-based single-case research

Purpose - Recent research suggests that the interest in process-based single-case studies is increasing in business-to-business (B2B) marketing. This paper aims to discuss research validity issues and dilemmas encountered by process-based single-case researchers in B2B marketing. Design/methodology/approach - This is a methodology paper that builds on an integration of experiences, ideas and literature. Findings - In the paper, three dilemmas are suggested that researchers need to deal with in process-based single-case research. These relate to the casing process: crafting the case, communicating the case and describing the process of the study. Furthermore, process validation is suggested as a research quality concept concerned with how these dilemmas are handled. Research limitations implications - Based on the notion of process validation, the authors provide suggestions for how casing, as a process-based single-case approach, can be conveyed and advanced in its own right. Practical implications - This study can be used to convey insights that can help new and experienced researchers in conducting single-case studies in B2B. Originality/value - Coping with issues of research quality in B2B marketing is of relevance to researchers dealing with process-based single-case research and process validation issues, as well as to journal reviewers evaluating the qualities of process-based single-case research.