The Power of Reflexive Contextualization in International Business Research

This paper considers the potential of reflexive contextualization methodologies to support research addressing some of the grand challenges in international business research. Whilst discussions on the significance of reflexivity in social science research have taken place in numerous disciplines, it is relatively recent in International Business literature. It is a significant methodological discussion as reflexivity has been characterized as iterative, inclusive, and globally regarded as an indicator of quality in the conduct and reporting of qualitative research that can enhance the societal impact of the field of International Business. This paper begins by examining the concepts of reflexivity and reflexive contextualization, as used in the literature. It discusses how reflexivity and reflexive contextualization can be relevant for research in IB and the opportunities that reflexive contextualization can present to the researcher in IB. Drawing on empirical examples from fieldwork, the paper looks at how reflexive contextualization can be achieved. It contributes a framework for qualitative International Business researchers to address their subjectivity and consciously navigate shifting identities, interactions, and the multifaceted context of the research phenomenon.