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Leischnig, Alexander; Henneberg, Stephan C.; Thornton, Sabrina C. (2016)
Publisher: Elsevier BV
Journal: Journal of Business Research
Languages: English
Types: Article
Subjects: Marketing, HD
This study examines antecedents of sales growth using a two-step mixed-method approach including analyses of net effects and combinatory effects. Based on a sample of 453 respondents from manufacturing and service firms, this article shows how the combination of structural equation modeling (SEM) and fuzzy set Qualitative Comparative Analysis (fsQCA) provides more detailed insights into the causal patterns of factors to explain sales growth. This article contributes to the extant literature by highlighting fsQCA as a useful method to analyze complex causality (specifically combinatory effects of antecedent conditions) and by discussing options regarding how this approach can be used to complement findings from conventional causal data analysis procedures that analyze net effects.
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