CHAPTER III METHODOLOGY 3.1 Qualitative Single-Case Study Research This study adopts a qualitative approach to explore complex processes and develop theoretical insights where knowledge is limited (Eisenhardt, 1989). It emphasizes participants' lived experiences, perceptions, and interpretations (Mack et al., 2005). Qualitative research is often used in international business studies for theory development and addressing business issues (Doz, 2011; Dul & Hak, 2008) not to mention offers greater contextual analysis than quantitative methods (Mason, 2002). Compared to quantitative research, qualitative methods allow deeper case analysis, uncover underlying mechanisms, and adapt to unexpected themes (Gustafsson, 2017). Case study research explores phenomena in real-world contexts where boundaries are unclear, using multiple sources for a comprehensive understanding (Yin, 1984). Unlike general theory or phenomenology, case studies offer more flexibility (Ebneyamini & Moghadam, 2018). This gives another reason for using a single case study method. Additionally, Meredith (1998) noted that case study research has three main advantages: (1) examining phenomena in their natural environment to generate relevant theory; (2) addressing why, what, and how questions while capturing complexity; and (3) suitability for exploratory studies with unknown variables or less-understood phenomena. By using case studies, one could also go beyond the quantitative statistical results, thus, this provided the opportunity to understand the research issue through the actor’s perspective (Zainal, 2007). Dul and Hak (2008) classify case study research into single and comparative types. This study adopts a single case study to explore theoretical connections and challenge existing ones (Zainal, 2007). Schell (1992) highlights their value in analyzing critical situations, while Dyer and Wilkins (1991) argue that single case studies can yield stronger theories. Moreover, Yin (1989) categorizes case studies as descriptive, explanatory, or exploratory; this research employs a descriptive approach with exploratory techniques, enabling thorough evaluation (Yin, 2009). Using an inductive "bottom-up" approach, the study identifies patterns, themes, and categories from data (Burney & Saleem, 2008; Miles et al., 2020; Saldaña & Omasta, 2017). 12 Both single and multiple evidence sources are utilized to draw conclusions (Blumberg, Cooper, & Schindler, 2008). 3.2 Research context For the present study, I reached out to a food and beverage firm in Groningen, Netherlands, and I interviewed several people, including the CEO, CMO, and several employees. Company X specializes in Korean barbecue (K-bbq). The reason why I chose this firm is because I was employed there in the past. Company X was a convenient firm for my single case study because I had relationships with its workers. Additionally, I personally had witnessed the company's success in drawing clients from a variety of nations and backgrounds.