In the context of resistance, recognising the limitations of the interview as research tool, and to complement the data gathered during the fieldwork, this research draws on internet-based sources. This comprised using internet discussion boards and open forums as valuable sources of secondary data. However, the practice of online research or the use of the internet as a source of data is in its infancy, but is a growing discipline gaining both recognition and validity over the last couple of years.
Due to the lack of ethical guidelines, Rodham and Gavins’ (2006: 94) recommendations are adopted. They argue that:
The ‘open message board’ is therefore considered to be both a public domain, as well as an environment where those posting and/or replying to posts would expect to be observed by others.
Therefore in terms of confidentiality, the pseudonyms of internet users who posted their opinions on message boards will be changed to make identification impossible. While in terms of consent it is presumed that individuals posting onto open message boards, by the very act of posting – are expressing awareness that their messages could be read by others and therefore, the latter are ‘deliberately intended for public consumption’ (Ibid). Therefore, as no ethical boundaries are likely to be crossed when accessing such data, it is not necessary to seek consent of individuals using open message boards (Fleitas, 1998; Rodham and Gavins, 2006), as long as the researcher adheres to the usual ethical requirements.
In terms of research method, a qualitative ethnographic approach was adapted, yet, as argued by Kozinets (2010: 5):
Online social experiences are significantly different from face-to-face social experiences, and the experience of ethnographically studying them is meaningfully different.
A neologism coined by Kozinets (1997; 1998, 2002) – netnography – was proposed to emphasise these differences and defined as:
A new qualitative research methodology that adapts ethnographic research techniques to study cultures and communities that are emerging through computer- mediated communications’ (Kozinets, 2002: 62)
Netnographic research is a relatively young discipline and has not yet been able to produce a significant amount of research (see Kozinets, 2010: 175). The nethnographer relies on the ‘observation of textual discourse’ (Kozinets, 2002: 64), which may also be qualitatively complemented by the content analysis (Berelson, 1952; Langer and Beckman, 2005).
Internet forums analysis is an emerging field, popular mostly in psychology (see Skitka and Sargis, 2006; Holtz et al., 2012).
For the purpose of this research it is assumed that ‘human communication is context-dependent and always organized as a response to someone or something’ (Azevedo et al., 2011: 674). The open discussion boards, where workers are talking about the case study companies, are treated as ‘peculiar’ expressions of resistance, hence internet forums may be viewed as ‘not moderated virtual focus group’ (Moloney et al., 2003; Holtz et al., 2012). Traditionally then internet forums are perceived as virtual communities of members. In the case of the discussion boards chosen for the purpose of this research, this may not be the case. The threads are in most cases reactions to the news published in the local press and are a mode of expression of ideas, views and feelings. Workers and, sometimes, others concerned with the matter take the ‘cyber floor’ as they consider the subject significant enough to bother about. Literature addressing the above- mentioned issues is relatively modest, the methodology underdeveloped. For the purpose of this research project the contents of the case study forums will be analysed in depth in terms of the prevalent discourse and the emerging themes. The main focus will be on the context of resistance. Most of the accounts are authored by workers who either work or have at some point worked for a Japanese firm at the Crystal Park site. When cited, the nicknames are changed and sources are disclosed. Recognizing the limitations of the above-proposed data sources, it is presumed, that just as the face-to-face interviews can be biased, the online accounts may
have similar disadvantages (Beckmann and Langer, 2005). The research has shown, that anonymity and deindividuation influence internet users’ tendency to express more extreme and offensive views and statements in the cyber world, than they would normally (Holtz et al., 2012; Williams et al., 2002; Lea and Spears, 1991).
Without a doubt the internet research drawbacks are accountability and inhibition related. Suler (2004) suggest that in the case of cyber space, the phenomenon of ‘disinhibition effect’ may occur and it may take two forms (benign and toxic disinhibition). On the one hand, due to the anonymity, internet users tend to be more honest or more generous and kind online; they may open to a greater degree and share more personal information (while their personalities are disclosed); while at the same time the online presence may also involve the use of inappropriate, rude language; harsh criticisms; anger, hatred, or in some cases even threats (ibid). This undoubtedly may affect the accountability of internet data sources in a negative way.
5.5 Conclusions
This chapter has discussed the methodological underpinnings of the empirical research conducted in five case study firms in Crystal Park. Data triangulation helped produce a more comprehensive set of findings (Kuper et al., 2008).
Firstly, through 36 semi-structured interviews, the researcher sought to gather insights from workers and managers employed in Japanese plants. Secondly, in addition to the interviews, this chapter has also outlined the methods used in analysing the online discussion boards where workers were sharing their experience. Through the novel approach of including internet gathered data in qualitative analysis the researcher obtained a more detailed picture of workers’ experience and their resistance. Online sources provided very interesting material and supported the data gathered during the interviews. This allowed the author to identify and examine the patterns of workers’ resistance as well as their attitude towards the Japanese practices in the case study companies.
Reflecting on the fieldwork and the chosen methodology, one of the main problems in the initial phase of the research was the issue of access to the organisations. As suggested by Soulsby (2004) the researcher was indeed, often dependent on the goodwill of the gatekeepers, and their own views about the purpose and outcomes of the study (Whitley, 1984).
Undoubtedly, the chosen research method brings some limitations. In terms of qualitative research Guba and Lincoln (1994) argued that no single method (or even a collection of methods) guarantee the ‘ultimate knowledge’. Additionally, netnography as a method is relatively young and requires further development. The main areas of debate concern ethical and legal issues, however the authenticity, trust and validity of online research methods are equally relevant (Kozinets, 2010; Fielding et al., 2008).
Therefore a flexible and open-minded approach to both: the research setting and the data sources and gathering methods, is necessary (see: Stebbins, 2001; Soulsby, 2004). The researcher has to accept that the research participants (here: the managers and workers within the same organisation) may hold different views and construction of reality (see: Bartunek, 1994; Steger 2004). Another important drawback is the problem of transforming fieldwork (Steger, 2004; Soulsby, 2004); the investigated industrial site is under constant change i.e. developed, downsized, and restructured. In the researched case of Crystal Park, the plans for investment were far more extensive initially, than at the time when the fieldwork was undertaken. In terms of the internet data, the inhibition and accountability related issues arise. The virtues of the qualitative researcher in the transforming economies fieldwork are said to be the openness, modesty, reflexivity and flexibility (Steger, 2004: 37) and this project undoubtedly was a lesson of the above for the researcher.
CHAPTER SIX
THE TRANSFER OF JAPANESE EMPLOYMENT AND PRODUCTION
METHODS
6. 1 Introduction
The previous chapter introduced the methodology adopted for the purpose of this multiple case study research project. The aim of this chapter is to examine the dynamics of transfer of specific Japanese employment and production practices to Japanese-owned companies in Poland. The biggest cluster of electronics in Poland was chosen for this purpose. The first section (6.2) presents the Crystal Park site. Drawing on the observations of the researcher and interview data, the next section (6.3) describes the physical appearance of the factories and outlines the characteristics of the businesses operating within the cluster as well as inter-firm relationships. It will focus on the differences and similarities in functioning, as well as the links between the specific firms.
Next, the typical employment and production practices will be examined based on the findings from the interviews conducted with the workers and managers in 2011 and 2012. These practices are grouped according to the following categories: recruitment (6.4), training (6.5), discipline, pay and incentive system as well as the control and monitoring of workers (6.6), and lastly the quality assurance (6.7).
Two introductory sections provide information about the Crystal Park site in general and briefly introduce all of the Japanese firms, while the sections documenting the interview data from managers draws on five case study companies. For the purpose of ethical requirements, pseudonyms will be used in the subsequent passages. These are as follows, in no particular order: Kaiga, Hokkaido, Okinawa, Matado, Efude, Fukui, Honsiu, Morioka, Sanoto, Ekitai, Kochi and Kessho. The case study companies are marked in bold. Four of the case study
companies are manufacturers; of which two are TV assemblers and two are components producers; the fifth one is a logistics company.