Thirty-five business units took part in the study representing seven banking
organisations. The sample was equivalent to fifty percent of the total number of
business units operating in the specific geographical area at the time of the research.
Sampling for case studies is usually purposeful and it is not uncommon to select
a case for primarily practical reasons. The fact that a case has intrinsic value – it
is interesting in itself – was our logic for selection (Stake 1995). This is a useful
rationale if one wants to build theory via a grounded theory approach (Daymon and
Holloway 2002) as is the case here.