Data Sources

To conduct the case studies a data collection tool was developed. A structured interview protocol was designed to limit the expert bias in the study results, data that drew on personal judgment of the participants (Azevedo et al., 2012). The data collection tool was founded on the literature review and on conceptual framework proposed. It was defined a set of semi-structured interview questions. This protocol was considered a guide to help on interviews.

Before starting the field work it was advisable to test the protocol. According to Yin (2003) this phase help to understand and define better some issues because initially the uncertain to about major aspects of a real case study may appear as the questions to be asked, the prepositions of study or the access to the data. A pilot study was carried out. The pilot phase was made to a manager of another automotive company who did not make part of the companies included in the case study. The respondent was interviewed to provide comments that helped to validate the relevance of the protocol.

Additionally, the participation in several International Meetings and Conferences helped to disseminate and discuss the research getting feedback and exchange comments and opinions with other researchers experienced in this area of research. These events provided access to a level of relevant information and knowledge, which helped improvements in current and future research setting. After this process, the protocol suffered some adjustments and changes. This pre-test helped to understand where it could be improved considering the clarity and the applicability of the protocol.

Typically case studies draw on multiple sources of evidence (Rowley, 2002) as interviews, documents, archival documents or direct observation and all pointed in the same direction (Yin, 2003; Rowley, 2002). This kind of data collection is defined as the concept of triangulation (Yin, 2003).

In this research, different sources of data were used to enrich the study and to obtain correct data since it is possible to happen that the interviewees may make effort to protect the image and reputation of their organizations. The case study research was conducted as shown in Figure

Case Study Research

111 5.1. Therefore, the interview data were further triangulated with available internal documents, archival documents, direct observations, internet sites and inclusive news published about companies in local and national newspapers to confirm and enlarge evidences. The direct observation through field visits help to understand some procedures, obtaining additional information. To attain the most reliable results this study was supported through the most time consuming face-to-face interviews.

Figure 5. 1 - Case study research

The Annex 2 gives a set of semi-structured interview questions grouped in three sections. The first section is concerned with the understanding of organization characterization; the second section the perception that the respondent has about the integration between lean and green initiatives; and the third section is the body of the interview which is divided in the six principal criterion considered in the conceptual framework namely, leadership, people, strategic planning, stakeholders, processes and results. The questions are made in way that respondent could give their opinion and examples.

Pilot Study

Exploratory Case Study

Direct Observations

Interviews

Internal Documents

Case Study Research

112

As the focus of the study was on the supply chain, the research focused more on the automaker which have more interviews and more direct observations than in the suppliers to understand the way of doing business. The interviews are conducted at the company facility. Although the interviewees seem to have different titles they were the best qualified and were selected as the most appropriate to answer to questions within the organization since they were related to supply chain and because of their experience.

According to Rowley (2002) "in complex case studies it is important to differentiate between the questions asked of specific interviewees and used to interrogate documents, questions asked of the individual case, and questions to be asked across multiple cases". Some questions were made to have an overview as single case study and specific questions asked for cross-cases. It was not possible to get all the answers in all companies, but interesting findings emerged from the interviews. Table 5.2 reports the number of interviews conducted and the titles of the interviewees.

Table 5. 2 - Overview of interviews

Case study No. of Interviews Title of interviewees

Company 1 8 Supply & Logistics manager

1 Supply Chain executive 2 Environmental coordinator 2 Lean coordinator

1 Lean calculator

Company 2 2 Lean manager

Company 3 3 Logistics manager

Company 4 2 Logistics manager

1 Environmental coordinator

Company 5 2 Operations manager

Company 6 1 Logistics responsible

1 Environmental coordinator

Company 7 1 Logistics manager

Company 8 1 Logistics responsible

Case Study Research

113 This research started with the automaker. Afterwards, much more interviews were made to understand the organization`s supply chain in terms of interactions between lean and green and the relationship with their suppliers. In addition, direct observations were made without interfering in the employees work to complement data to those interviews. This direct observation undergoes by for example the participation in logistic meetings with all first-tier suppliers in just-in-time system.

The lean and green approaches have impact throughout the supply chain. Being a production company or logistic service provider may have differences in the concept of implementing lean and green elements. The six criteria defined in the conceptual framework are the starting point for an evaluation of companies, regarding the implementation of lean and green.

5.2. Automotive Supply Chain