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A reference model perspective for conventional business narrative analysis: An essay on an entrepreneurial narrative

Elga Costa; João José Ferreira

AJBM - African Journal of Business Management , vol.6, no.27, pp.8199-8219

When analysing a case study, using personal descriptions, involving interviewers, data analysis, and so many other possible elements, a simple qualitative method of application was revealed to be insufficient since it did not permit further analysis of the analyst's point of view, his ability to reproduce the heard reports and his personal or particular perspective on the facts. Even using narrative analysis, in its complete and diverse ways, one has always to cope with the fact that it may reveal to be incomplete when referring to the possibility of rapidly and effectively viewing the possible interrelations and crossings among actors, either physical or human. This way, the contribution given to narrative analysis by some auxiliary new tools and