Using a multi‐method qualitative approach to examine collaborative relationships

Purpose The purpose of this paper is to describe a multi‐method approach for examining collaborative relationships. Design/methodology/approach Collaborative relationship performance is examined by combining narratives, structured questionnaires, and perceptual mapping within a case‐based approach. Findings Details associated with case selection and subsequent analysis are discussed. Themes emerging from the study are used to illustrate the depth of insights that were gained. Research implications/limitations The findings demonstrate the value of the approach in discovering insights that would not have emerged from more commonly utilised methodologies. Practical implications The methodology described in this paper captures the detailed dynamics of collaborative business relationships. As such, it allowed us to identify specific steps that managers can take to improve the performance of their collaborative relationships: in particular by ensuring that everyone involved in the relationship shares an understanding of the purpose of the relationship, and the roles of the participating individuals and organisations. Originality/value The paper describes a new approach to studying collaborative business relationships, which is needed since the overall performance of collaborative business relationships is not improving in spite of extensive previous research trying to uncover the factors that influence performance.