Flexible pattern matching approach: Suggestions for augmenting theory evolvement

Qualitative research can provide rich insights that help understand firms’ actual and future changes, social contexts, and technology development. In this way, qualitative methods substantially promote theory development. Nevertheless, the interaction between observational and theoretical realms often remains fuzzy. Recently, the flexible pattern matching approach was developed, allowing for continuous iteration between extant theories with empirical evidence from qualitative data while maintaining space for theory development. The current paper presents the logic of the flexible pattern matching approach and its strength in unraveling social and technological changes. We advance the flexible pattern matching approach by providing avenues for a longitudinal design and a seven-step roadmap integrating procedures from the Gioia method. We also present the underlying scientific development process.