Advancing hermeneutic research for interpreting interfirm new product development

Purpose The principal objective here is to describe conceptual and research tools for achieving deeper sense‐making of what happened and why it happened –including how participants interpret outcomes of what happened and the dynamics of emic (executive) and etic (researcher) sense‐making. Design/methodology/approach This article uses a mixed research design including decision systems analysis, cognitive mapping, computer software‐based text...