The quest for "better stories" touches on a
theme raised in an earlier AMR special forum on
theory building, where Eisenhardt (1989, 1991)
and Dyer and Wilkins (1991) articulated competing
views on the apparent tradeoff between
"better constructs" and "better stories." Dyer and
Wilkins (1991) criticized Eisenhardt's (1989) approach
to building theory with multiple case
studies as sacrificing context and deep structure-
in a sense, ruining the story-in favor of
building constructs that could be used in traditional
variance models. Eisenhardt (1991