“…Action inquiry operates not only on a number of levels, and in a number of different contexts but also across a number of different disciplines including management (Mårtensson and Lee, 2004), marketing (Perry and Gummesson, 2004), operations research (Prybutok and Ramasesh, 2005), education (Vecchiarelli et al, 2005), and medicine (Cullen, 1998). Irrespective of context and/or discipline, however, there are advantages to an actionoriented approach.…”