A theoretically interpretive case study

5.2.1 Choice of research design

According to (W. G. B. Zikmund, B. J.; Carr, J.;C. & Griffin, M., 2010) there are three different kinds of research design:

Exploratory research design is used to gain deeper insight into a phenomenon, however not necessarily to reach a clear conclusion. Explorative design is often the first step in a research process and the further research will provide stronger evidence of the findings. Zikmund (2010) discusses exploratory research to be: “a type of research conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities.

Descriptive research design gives characteristics of objects, people, groups, organizations or environments. The method is mainly used to create a picture of the phenomenon being examined. Nevertheless, it is usual to base business research from this approach as it is regarded to hold a high level of accuracy. Such studies are conducted after the researcher has gained a sound understanding of the current situation (Zikmund et. al. 2010).

Causal research design seeks to prove a cause-effect relationship, meaning that reason “A” will lead to the effect of “B”. The effect in this context is the actual outcome that derives from the cause. Causal research opens up for causal inferences, which are concluding with when one thing happens; it will lead to one other particular event. Causal inferences are thus of great power since this will allow a higher degree of control. Zikmund et. al. (2010) believes that three criteria must be fulfilled in order to prove a causal relationship.

(1) Temporal sequence deals with the time of events, the cause must occur before the effect.

(2) Concomitant variation treats covariation. Meaning that there exists systematically variation between two events.

(3) Non-spurious association take on the assumption that any covariation between a cause and an effect is true and does not rely on some other variable.

§ Exploratory § Descriptive § Causal

5.1.2 Case study as research design

Business research can be carried out through different kinds of research instruments. The main distinction is whether the research is done qualitatively or quantitatively (W. G. Zikmund, 2002). “Quantitative research is based on the quantity or the amount. The

outcome of the study is presented through monetary or numerical terms. Whereas qualitative approaches are popularly used to find the behaviour of the people under study”

(Krishnaswami, 2010). Qualitative research concentrates on observation and interpretation whereas the objective is to discover new insights (W. G. B. Zikmund, B. J.; Carr, J.;C. & Griffin, M., 2010).

The researcher often influences qualitative methods of research both in the data collection, the analysis and final conclusion. Considering the fact that qualitative research is classified as subjective, different researchers may arrive at different conclusions on the field of study (W. G. B. Zikmund, B. J.; Carr, J.;C. & Griffin, M., 2010). Due to this possibility of biases, the researchers must take into consideration their own subjectivity in order to achieve satisfactory validity and credibility.

This dissertation is based on qualitative studies and the answers are thus derived from an exploratory aspect. Research with a small number of in-depth samples is normally eligible for such an orientation (Jacobsen, 2005).

As the impact of cultural friction between Norwegian and Brazilian companies in the oil service sector has not yet been researched, this study must necessarily have an exploratory perspective to be able to detect new knowledge. In the virtue of qualitative research lets the researcher investigate prospective subjects of interest that occurs while interviewing.

The traditional school’s view on case studies argues that is holds limited possibilities to generalize and regards such research as inferior (Lieberson, 1985). Waller (1934) even went as far as describing case studies as an “essential artistic process” (Waller, 1934).

However, there is also a more ambitious view on the opportunities of case studies. Yin (2003) claims that case studies are “sharp, refreshing and erudite” and can be used in development and to test general relationships (Yin, 2003).

This case study is built upon the basis of Gerring (2007), who states that the case study is a deeper understanding of a single case. Furthermore he argues that: “sometimes, in-depth knowledge of an individual example is more helpful than fleeting knowledge about a larger number of examples. We gain better understanding by focusing on a key part” (Gerring, 2007).

The aim is to shed light on a greater existence of more general cases. I have chosen to investigate the process of Norwegian entry in Brazil, which I search to obtain a greater knowledge of. However, the object is not to draw general conclusions in static terms. Every case is part of a greater group or universe (Andersen, 1997).

The study will look at the entry process in Brazil as a compound issue, but it does not mean that it should be considered isolated like a confined part of an episode, like (Lijphart, 1971) and (Geddes, 2003) would probably argue.

In qualitative studies it makes sense to talk about transferability rather than generalizability. That is the ability to “establish descriptions, concepts, interpretations, and explanations that come to be useful in other areas then the one of research” (A. T. Johannessen, P. A.;

Christoffersen, L., 2010). Based on my assessment of the case study as research design, this study will serve with a limited relevance in other areas in a general context.

The overall research questions: “How to become successful in Brazil: A study of the

Norwegian oil service industry on the Brazilian shelf” will be answered by a thoroughly and structured analysis. I consider it possible that the findings and the conclusions I arrive at will be able to say something about the driving positive and negative forces in the process of this across-country entry. Moreover the preconditions for a successful entry in Brazil and how potential pitfalls may be avoided. I will use Hofstede's six cultural dimensions as a basis for the analysis of this task. Furthermore, I am going to connect these to cultural friction theory and look at how cultural friction affects the Norwegian oil service companies operations in Brazil. My aim is to extract validity from this investigation and provide a solution of how to become successful in Brazil, relating to the cultural aspects of management and foreign entry.

The choice of getting to know a little about a lot, or to know a lot about a little represents a common research dilemma, not the least within the limits of a master thesis (Gerring, 2007). I have chosen to undertake the last one, an intense study with depth rather than wide

knowledge as objective.

The case study finds its strength in explaining how the parts of the decision process consider the issue, the available solutions and the surroundings of an entry in Brazil. Case studies are weak when it comes to show the causal effects between variables, but they are strong at identifying the causal mechanisms (Gerring, 2007).

5.1.3. A theoretically based interpretation

This study may be looked upon as a theoretical interpretive case study (Andersen, 1997). The purpose is to utilize a theoretical perspective in analysing a empirical case and to “assess generalizations to shed enlighten over special issues” (Andersen, 1997). The combination of a single case, due to my interest of the oil service industry in Brazil and a simple analytical model of cultural dimensions given by (G. H. Hofstede, G. J.; Minkov, M., 2010) may seem thin. However the possibility for new theoretical insights is nevertheless present. These might occur in the intersection of theory and empirical data and can contribute to new knowledge and theoretical implications (Andersen, 1997).

An obvious danger by taking the stand on a theory is the risk of biases from prejudice. The theory can lead you to a certain direction, and thus narrows the angle of perspectives. This may ignore interesting observations. However, Hofstede’s research on cultural dimensions (the HERMES study) was very comprehensive as it was conducted in 50 countries. Based on Hofstede’s study and Shenkar et. al. (2010) study of cultural friction I will look at how a Norwegian companies can succeed in Brazil. Generalization will not be possible due to the small number of respondents. However, there are pragmatic reasons for this approach, given the boundaries of a master dissertation. The scope of this paper does not allow an extensive enough review of (Shenkar et al., 2008). Basing the research on a theory avoids a common pitfall in using case study as research design, lack of structure. The complexity of empirical

evidence impedes the ability of a case study to extract the needed information. A mere consequence of this is too detailed descriptions of the facts and the inexistence of structure (Andersen, 1997).