The Adoption of a Qualitative Approach in Management Science

Abstract

This chapter aims to analyze the qualitative method in management science. It examines the theoretical foundations of this approach to achieve its epistemological bases. In this perspective, the authors present an attempt to elucidate the underpinnings on which the assumptions of a knowledge production approach around a defined object in the social sciences are built. They also question why management science, which is traditionally focused on quantitative methods, adopts qualitative methods. Based on a literature review, it can be affirmed that qualitative research aims to deeply understand the context of phenomena and the mechanisms underlying them. Thus, proponents of these methodologies are interested in realities embedded in specific contexts to better grasp the complexity of human interactions within the organization and to address certain challenges, notably the management of cultural diversity and the dynamics of virtual teams. The authors illustrate this research with an exploratory study examining the effects of Big Data on the performance of companies in Morocco.