Use of qualitative methods in international business: a systematic literature review

Qualitative methods have traditionally been underutilised in international business. Therefore, the objective of this paper is to identify the main qualitative methods used in international business during century XXI. To reach this aim a systematic literature review (SLR) was carried out about qualitative methods used in international business. The Journal of International Business (JIBS) was used as database and were selected 77 qualitative articles published in the period 2000 to 2021. The main results identify that the case study is the most used research approach, as well as the main words of the objectives are related to the theme of the JIBS. Likewise, it was found that most of the research are carried out in a single country, also the articles that are literature reviews analysed more elements (articles) than those that studied people as the unit of analysis. The main conclusions are that qualitative techniques in international business, although their use has been increasing in recent years, are still very little used compared to quantitative ones.