Research design

As discussed in Chapter One, this thesis explores the integration of intangible resources

in strategic co-operations among global container lines by addressing the PRQ:

PRQ: Does the integration of intangible resources contribute to the

post strategic co-operation success of container lines?

As explained in Chapter One, to answer the PRQ, the two following SRQs are

established.

SRQ1: Which intangible resources contribute to the market success of container lines?

SRQ2: Do container lines adopt processes to ensure the successful integration of intangible resources when strategic co-

operations are being developed?

The research design suggests the plan and the structure to obtain answers to these

research questions. As will be explained in this chapter, this is achieved by allocating

limited resources in an efficient manner when collecting, measuring, and analysing data

(Fink 1995; Hair et al. 2011; Ketchen, Boyd and Bergh 2008; Lakshman, Singha and

Biswas 2000).

As indicated by PRQ the purpose of the research is to study whether the integration of

intangible resources of the partnering container lines contributes to the post strategic co-

-operation success. However, prior to identifying the integration of intangible resources

as indicated in SRQ1, the intangible resources which contribute to market success of

container lines have to be determined. The stage one survey is an exploratory study,

which focuses on the perceptions of senior managers regarding the contribution of

intangible resources to market performance and their involvement in strategic co-

operations among global container lines. It is intended that the findings of the stage one

survey will identify the key intangible resource items which contribute to market

performance of container lines as well as determine suitable respondents to contribute to

the second stage in-depth study. Apart from the study by Ryoo and Thanopoulou (1999)

on strategic co-operations among Korean container lines and Lu‟s (2006) study using

the Delphi method to evaluate strategic co-operations in liner shipping, empirical

studies using two stage data gathering methods in this field are limited. The next section

4.2.1 Methods for data gathering

There are several methods of primary data gathering available to researchers such as

self-administered surveys (via mail, fax and internet), interviews (telephone and in-

person) and participant observation (Creswell and Clark 2011; Cycyota and Harrison

2006; De Vaus 2002; Dixon-Wood, Bonas and Booth 2005; Fink 2003b; Wilson 2010;

Zikmund 2010) According to Oishi (2003), De Vaus (2002) and Zikmund (2003), all

these methods have advantages and disadvantages. The challenge the researcher faces is

the selection of the most suitable data gathering method in considering the advantages

and disadvantages of each method (Neuman 2003; Oishi 2003) to maximise the

research findings. The RBV based literature recommends interviews (in-person and

telephone), and surveys (mail and internet) as suitable data gathering methods, mainly

due to the ability of the interviews to better depict organisational phenomena and the

suitability of surveys to generate empirically robust data (Hoskisson et al. 1999; Lockett

and Thompson 2001; Rouse and Daellenbach 2001). Of interest, Galbreath (2002), Hall

(1992) and Fahy (2002) have used the mail survey method to gather perceptions of

senior managers of the contribution of resources to the success of firms in their RBV

based exploratory studies.

Brooks (1990), Chiu (1996), Lu (2007), Matear and Gray (1993) and Suthiwartnaruept

(1988) also have used the mail survey method in their exploratory studies to gather the

perceptions of senior managers on the selection of container lines by customers with

regard to the performance of service quality. These studies were discussed in detail in

Chapter Three . Further, as recognised by Creswell and Clark (2011), De Vaus (2002),

Krosnick (1999), Neuman (2003), Wimmer and Dominik (2005) and Zikmund (2010),

respondents in a limited period of time at a low cost, being more economical than

faxing, and the ability to respond anonymously, thereby avoiding interviewer bias. In

addition, the respondents can complete the mail survey questionnaire at a time when it

is convenient to them and by checking personal records if necessary. Further studies

done by Burns (2008) have revealed mail surveys have higher response rates than

internet based surveys. These advantages and its proven success in previous RBV based

studies have influenced the decision to select a mail survey method for the stage one

exploratory survey of the current study. However, suggested by Neuman (2003), the

researchers cannot control the conditions under which a mail questionnaire is

completed. A researcher cannot visually observe the respondent‟s reactions to questions, physical characteristics, or the setting. The mail questionnaires format limits the kinds

of questions that a researcher can use. These disadvantages could be minimised with the

use of the in-person interview method.

The interview method (telephone or in-person) as discussed earlier is a suitable method

for the RBV based studies because they provide the deeper understanding of the

particular topic (Rouse and Daellenbach 2001 and Yeoh and Roth 1999). Others (such

as Baur, Donald and Weekly 2004, Cameron and Price 2009; Duffy et al. 2005; Frey

and Oishi 1995; Hair et al. 2011; Neuman 2003; Wilson 2010 and Zikmund 2010) also

recommend interviews to obtain qualitative data from respondents. Cameron and Price

(2009), Hair et al. (2011) Oishi (2003) and Zikmund (2010) further emphasise that the

in-person interview method is more suitable when it is necessary to ask complex

questions, because the physical presence of the interviewer often enhances interviewer-

respondent rapport and facilitates an in-depth discussion by allowing the observation of

Further the research studies by Capron and Hulland (1999) and Birkinshaw et al. (2000)

have used in-person interviews as a method to study the integration of intangible

resources in acquisitions among firms. As the objective of the second stage, of the

current study is to obtain in depth information from a more focused selected sample of

senior managers on the integration of intangible resources in strategic co-operations of

container lines. The survey in-person interview method was selected for the second

stage data collection.

In addition, the use of two methods of data gathering helps to overcome the potential

bias and sterility of a single method approach and enhance the research outcomes

(Creswell and Clark 2011; Dillman, Phelps and Tortora 2009; Ticehurst and Veal 2005)

and such use of complementary methods increases the probability of valid results, as the

limitation of each method will be compensated by the strengths of the others and it

enhances chances of using both qualitative and quantitative approaches in the same

study (Azorin and Cameron 2010; Collis and Hussey 2003; Creswell and Clark 2011;

Leeuw De 2005; Zhu 2010).

4.2.2 Secondary data

According to Cameron and Price (2009) and Zikmund (2010), although secondary data

are gathered and recorded by someone else, these data can provide valuable information

needed for the new research study. The main advantages of using secondary data is that

obtaining it is almost always less expensive, providing faster access than acquiring

primary data (Wilson 2010). In this research, Containerisation International, Maritime

Review and Alphaliner Monthly Monitor are used as main secondary data sources. The

1) Find details about container lines, such as their market share (with regard to

TEU capacity, cargo volumes and number of vessels)

2) Obtain information about different types of strategic co-operations, dates of

their occurrences, members of the strategic co-operations and any changes in

the members (if the members have moved out from the strategic co-operation

or new members have joined in).

3) Types and volumes of resources integrated or acquired through the strategic co-

operations.