Critical realist multilevel research in business marketing: a laminated conceptualization of resilience

Purpose The purpose of this paper is to ease the methodological application critical realist multilevel research in business marketing. Although there has been plenty theoretical contributions field, it not always clear how realism can be best applied marketing settings. Accordingly, addresses gap literature. Also, calls for a conceptualization resilience, based on laminated systems. Design/methodology/approach This conceptual paper, which uses pre-existing literature develop approach purposes research. contribution by combining ideas new way context Findings makes introducing “laminated systems” as approach. Furthermore, authors conceptualize specific model, Laminated Interactional Model (LIM), that designed LIM tool conceptualizes six levels analysis, easing In addition, provide an example, apply providing conceptualization. timely contribution, resilience emerged central concept addressing interorganizational survival during COVID-19 pandemic. Originality/value three main First, provides notion Second, model marketing, namely, LIM. Third, response pandemic, will and conceptualizations.