Case Study Research

In order to gain understanding of the nature of an unknown phenomenon within the B2B sector of motor oil branding, a pilot study was done by adopting a case study of a matured motor oil brand that had been in business for over one hundred years. Easterby-Smith et al.

(2012), defined a case study as a research strategy involving investigation of a real life context of a particular phenomenon. Consequently, case studies typically focus on specific social entity like groups, organizations, events and communities. Case studies usually attempt to answer the questions of ‘what’, ‘why’ and ‘when’ (Saunders et al. 2011; Farquhar, 2012;

Yin, 2013).

Table 4.3: Types of case study

Criteria Units of analysis Characteristics of case study

Single case study

Holistic Single unit; examine global nature of organisation, when no logical subunits are identified, rare or unique circumstances, and representative, revelatory, longitudinal, sampling logic.

Embedded Examine sub-units of the organisation.

Multiple

According to Yin (2013), case study research offers flexibility due to its ability to focus on a single or multiple case design. Single case studies are characterised by being holistic, where a single case is studied and embedded involving sub-units. According to Yin (2013), the holistic design has an advantage when sub-units cannot be identified. However, multiple case designs offer alternative options to a researcher. Accordingly, research design may determine the rationale for selecting a single case which is classified as: critical case where testing a well formulated theory is required, a unique case, representative case to capture conditions and circumstances of a situation, revelatory case in observing inaccessible phenomena and

longitudinal case. In contrast, Yin offered that the multiple-case design has several advantages to a study, such as a more robust evidence, but it takes longer and requires more resources and the design follows a replication logic rather than sample logic. Table 4.3 shows the types of case studies with their characteristics.

Table 4.4: Single case design

Rational Circumstances

Critical case Testing a well-formulated theory.

Unique case Rare cases are being studied.

Representative case Capture every day or common place situations.

Revelatory case Previously inaccessible or scientific investigation exists.

Longitudinal case Studying the same single case at two or more different point in time.

Source: Developed from Yin (2013)

Most books on research methodology (Stake, 1995; Saunders et al. 2011; and Yin, 2013) point to the longitudinal nature of case study research taking different periods, sometimes a week, a month, a year or even a decade or more, with follow-ups in periodic times employing the use of several techniques of data collection. Hence, Yin (2013) offered five rationales for selecting a single case study to address the research problem. First of all is testing a well-formulated theory by specifying clear sets of propositions. Secondly, instances when rare cases are being studied. Thirdly, capturing every day or common place situations, while the fourth is based on previously inaccessible or scientific investigation exists. Finally, is a longitudinal case, by studying the same single case at two or more different points in time.

Table 4.4 shows the different rationales for case study design.

The initial intention was to consider multiple brands in both countries, such as Duckhams and Repsol in the UK and similar brands in Nigeria that would allow a multiple-case design.

However, lack of sufficient data restricted the choice of a single case in the UK.

Unfortunately, in Nigeria, there were no archival adverts regarding some brands and where data was available, it was not enough for meaningful analysis. Having reached saturation of data collection, Castrol offered sufficient records to allow meaningful study.

The rationale for choosing a single case study against a multiple case design centred on that the single case represented the longitudinal case, allowing the study of same single case at two or more different points in time. Hence, consistent with Stake (1995), the single case study takes a particular case and gets to know it well by understanding the overall nature of phenomenon rather than specific areas of the topic. The pilot study thus, explored how the branding nature of the particular case evolved over time. Nellson et al. (2011), used a similar design by focusing on a single automobile retailer to find out how customer confidence was developed from 1928-1939. Their study, although limited to a single case, suggested several approaches to reassure customers. The analysis also showed different data sources were used, ranging from mail order catalogues, annual, financial and auditors reports, newspaper clippings, in-house publications and artefacts to arrive at the findings. Furthermore, with so little known regarding motor oil branding, the case study serves as a pilot study in order to understand what was going on in the motor oil business by focusing on a matured brand (Yin, 2013).

Being a major player in the motor oil business over such a long period of time, Castrol is seen as one of the pioneer brands in the UK and has been in existence right from the early 19^th century to the present day. Aside from its long presence in the industry, Castrol has engaged in multiple promotions over several different media to connect consumers with its brand. Its TV adverts in the 1980s were particularly memorable, distinguishing the brand and telling consumers how unique the brand was. The researcher also realised the brand’s consistent presence in sporting events in which other motor oil brands were not visible. Castrol also appears as a global brand with strong presence in many parts of Europe, America, Asia and Africa. Hence, it offered the researcher a very good choice for case study of a mature brand in a matured economy which would allow generalising the results to the wider motor oil brands (Silverman, 2013).

Based on this, in order to address the research problem and fit the research design, an initial longitudinal archival single case study approach was adopted for the study. This allowed the researcher to understand what was going on in the motor oil business and, with no prior empirical study in the sector and the archival study would increase knowledge of the branding phenomenon. This approach was suitable in tracking changes over the course of time, by looking at archival records of a matured motor oil brand in the UK to aid in gaining insight of branding. The question at this stage was to understand ‘how’, hence, a case study

approach was more appropriate. Therefore, with these points in mind, a case study in order to understand how and what is going on in the B2B branding of motor oil was deemed highly appropriate.