Crafting Qualitative Research: Morgan and Smircich 30 Years On

The purpose of this article is to revision Morgan and Smircich's typology, taking into account the changes in organization and management theory over the intervening 30 years. Developments in metatheoretical perspectives, organization theory, research methods, and ways of theorizing mean our choices about qualitative research have become more complex. In addition, the 1980 typology was based on a now contested subject-object distinction. I replace this continuum with three problematics-intersubjectivism, subjectivism, and objectivism-and examine the ontological, epistemological, and methodological assumptions of each. I offer examples and resources for qualitative researchers, arguing that considering our metatheoretical positioning provides a basis for building crafted, persuasive, consistent, and credible research accounts.