International Collaboration in the Development of Hybrid Vehicle Technologies in the Automotive Industry - Research Paper Example

CHAPTER VI METHODOLOGY Methodology applied in conducting a research project is critical in order to lend the final findings the required level of internal and external validity. This chapter outlines the research methodology applied in conducting the research in establishing critical causal factors contributing to success and failures of international joint ventures and collaborations in the hybrid automobile industry. The research topic and objectives are stated and the case study methodology being applied is discussed. The case selection, the data gathering as well as the analysis process to be applied in the research are outlined. 6.1 Research Topic With the growing pressure for environmentally friendly “green vehicles” the automobile industry is focusing its research and development activities on hybrid and fuel cell technologies. With the environmental concerns forcing governments to adopt stringent exhaust emission standards, the hybrid technology is being seen as the most viable solution in the short term. What is interesting is that much of the research and development is being done by collaborative ventures between companies who are major competitors in the market. The research explores the developments in the hybrid vehicle industry and focus closely on the international research & development collaborations with the intent of identifying the successful and failure factors affecting the level of conflict in between partners in such joint collaborations. 6.2 Research Title “International collaboration in the development of hybrid vehicle technologies in the automotive industry” 6.3 Research Question /Objective Prior to stating the research question, the important role a properly framed research question plays in successful research project should be recognized (Bell 1993). By establishing the research question, a firm research focus is lent to the process, so that at each stage of the process from research design to data gathering and analysis as well as report formulation, the purpose of the study is grounded to the initial starting point, which is the research question (Tellis 1997). The research question can be in the form of several key objectives as stated below for the research in context. Research into the current developments in hybrid vehicle technologies identifying the advantages and disadvantages of this technology and the environment issue with this technology. Analysing international R & D collaborative relationships between various companies in the hybrid automobile industry. Identify key success and failure factors affecting the level of conflicts between partners in these joint collaborations and possible means of minimising such conflicts. 6.4 Case Study Based Research Methodology For the purpose of this research, the case study based research methodology is applied as it facilitates the consideration and understanding of many complex issues with a certain context and allows for “analysis of a limited number of events or conditions and their relationships” which are the international R&D collaborations in hybrid vehicle technology. Case study research method is defined as “an empirical inquiry that investigates a contemporary phenomenon within its real-life context; when the boundaries between phenomenon and context are not clearly evident; and in which multiple sources of evidence are used” (Yin, 1984, p. 23). The case study method choose a single or multiple study objects which can be an entity, persons or group of people and focus on issues, relationships and causal factors which can be analysed with theoretical concepts, questioning, comparing, contrasting and validated in the analysis process (Case Studies 2006). “Case study research generally answers one or more questions which begin with "how" or "why." The questions are targeted to a limited number of events or conditions and their inter-relationships” (Yin 1996). 6.4.1 Process of Case Study Research Research work based on case studies is complex due to the multiple sources of data and the multiple cases often used within a study producing large amounts of data for analysis as well as different factors meriting analysis (Cresswell 1994). Case studies also provide the basis for questioning many perspectives and application of multiple theories. For conducting a successful research using case study method, it is important that the following six steps are followed in the research process. Determine and define the research questions Select the cases and determine data gathering and analysis techniques Prepare to collect the data Collect data in the field Evaluate and analyze the data Prepare the report 6.1.1 Merits and Demerits of Case Study Method Merits - Most crucial plus point of case study method is its “applicability to real-life, contemporary, human situations and its public accessibility through written reports” ( Wass & Wells 1994). Case study research facilitates understanding and linking actual situations with academic theories and allows for practical application of findings and recommendations. This method provides a means of “learning from others experiences in terms relationships among circumstances, events, individuals, processes, and decisions made” (Bell 1993). In the case of research in context, the merits of case study method facilitates the exploration and understanding relationships, events and factors affecting the R&D collaborations in International Automobile industry which is practically beyond access through other means of research methods due to matters such as cost constraints or confidentiality issues. Demerits - Case study based research are sometimes critisised on the grounds of lack of basis for reliability and generality of findings as the studies often focus on single or a limited number of cases. “Some dismiss case study research as useful only as an exploratory tool” (Tellis 1996). However this argument does not hold true as case study method generalize its results to theory and not to a population. “Use of multiple cases strengthens the results by replicating the pattern-matching thus increasing confidence in the robustness of the theory” (Yin 1993). 6.5 Case Selection Selection of cases is a crucial element in the research process and addressed at the research design phase where its decided whether to use single or multiple cases. In the research under review, the author resort to the use of multiple cases in order to increase the validity of the study and establish the robustness of the theory being applied in the analysis process. In selecting cases, different typologies of case studies should be recognized as below. Snapshot case studies: Detailed, objective study of one research entity at one point in time. Hypothesis-testing by comparing patterns across sub-entities. Longitudinal case studies. Quantitative and/or qualitative study of one research entity at multiple time points. Pre-post case studies. Study of one research entity at two time points separated by a critical event. A critical event is the one, which on the basis of a theory under study would be expected to impact case observations significantly. Patchwork case studies. A set of multiple case studies of the same research entity, using snapshot, longitudinal, and/or pre-post designs. This multi-design approach is intended to provide a more holistic view of the dynamics of the research subject. Comparative case studies. A set of multiple case studies of multiple research entities for the purpose of cross-unit comparison. Both qualitative and quantitative comparisons are generally made. (Jensen and Rodgers 2001) As R&D collaborations in hybrid industry is a fairly recent development, the number of documented case studies available on R&D collaborations within the hybrid automobile industry is very few. As such, for the purpose of the research in context, the author has selected comparative case studies on international R&D collaborations in the hybrid automobile industry as well as other technology-based industries. The reasons for selecting cases which are not restricted to the automobile industry also includes the wish to draw on evidence of conflict between collaboration partners in all fields of R&D collaborations thus strengthening the validity of the factors which contribute to the level of conflicts. Cases selected for the research are identified to reflect the presence of effects of critical factors such as Political pressures, Cultural diversity, Alliance management, Leadership, Technology & IS facilitations, Compensation diversity, Trust, Loyalty dilemma, and Intellectual property issues. Following cases are used for analysis within the research: Nippon & Telegraph & Telephone Inc. (NTT) Japan and PictureTel USA alliance for developing Phoenix Video conferencing systems. This case discuss the strategic alliance formed between NTT the largest telecommunication carrier in Japan and PictureTel Corporation – USA for the purpose of developing products for the multimedia communication business ( Kodama). BMW-Rolls-Royce alliance for developing low thrust engines for the aerospace industry. The BMW – Rolls – Royce alliance has been hailed as one of the success stories in terms of achieving its overall strategic intent for both partners. Although the collaboration was terminated after a decade of existence, the case offers valuable insight in to successful alliance managements (Smith 1997 & 2003). GM-Toyota collaborations on Fuel cell Technology. R&D collaborations established between the General Motors – USA and Toyota Corporation Japan on the Fuel Cell technology has failed and the collaboration has been terminated. Unlike their previous success stories in collaborative research work, this project has been mainly affected by the issues over shared intellectual property. GM and the NUMMI Alliance – This manufacturing alliance which has a certain component of collaboration in R&D as well as innovative process implementations offers a snapshot of learning and technology transfer issues which needs to be managed within strategic alliances (Hill 2003). Renault – Nissan Case study explores the importance of leadership and alliance management in maximizing effectiveness of collaboration output and how cross boarder alliances can overcome cultural diversity in terms of both organisational and national cultures (Need Reference Details from your files). Fuji-Xerox alliance for developing cost effective copiers for the global market. This is a case which has been selected for it’s reflection of how effective alliance management contributes to success in R&D collaborations (McQuade & Casseres 2003) Case studies of Chinese Automaker collaborations ( FAW-Toyota / DongFeng- Nissan) for a host of R&D projects in automobile industry. Mini cases assessed under the case offers insight in to how cross boarder alliances benefit from previous alliance familiarity as well as close parity of cultural similarities (Lee & Fujimoto 2003). Volvo-Renault alliance case study, “A broken Engagement” which provides clear evidence of how organisational and national cultures lend to conflicts within collaborations (Brown 1995). 6.6 Data Collection Data collection for research based case studies tend to become complicated unless properly planned in advance to ensure that information clutter does not affect the quality of analysis (Hamel, Dufour & Fortin 1993). When multiple cases are being used in the research, the amount of data being generated can be significantly large and can be from many sources. “Advance preparation assists in handling large amounts of data in a documented and systematic fashion. Researchers prepare databases to assist with categorizing, sorting, storing, and retrieving data for analysis” (Stake 1995) Where data gathering is concerned, it is important to be fully aware of the purpose of the study and keep an open mind so that data, which may offer contrary findings are also assimilated without investigative bias. The data gathering process of the research in context was carried out through telephone interviews with key personnel in R&D collaboration teams and mainly through secondary sources, which provided insight in to the operations and relationship dynamics of international collaborations in R&D areas. 6.7 Case Analysis In the research methodology, the most critical element lies in the analysis process where the data gathered is interpreted in terms of established theories and linkages are established between the research object and the outcomes (Saunders, Lewis & Thornhill 1997). It is important to remain open to findings, which may actually contradict the established theories, allowing for new insights, which can augment the existing knowledge pertaining to the topic. Analysis in this research has been carried out by categorising, tabulating and establishing relationships between key success and failure factors, which affect the level of conflict within the collaborating parties in R&D projects. Specific techniques such as placing information into tables and creating flow charts and models have been utilized (Miles & Huberman 1984). In order to avoid reaching premature conclusions, the analysis has made use of the cross-case search for patterns technique where data is considered from many perspectives and efforts are made to uncover patterns which match and corroborate each others so that the validity of finding is stronger. 6.8 Limitations Limitations of the research are mainly pertaining to high level of dependency on secondary data sources. Due to the international locations of the collaborating R&D units the assessability for researcher to supplement the secondary sources with primary field studies is limited. This has been partially reduced through some of the telephone interviews carried out. Secondly the number of cases analysed in depth is 5 while the author refers to over 20 other cases in various industries in terms of their R&D collaborations. However, it is recognized that a wider number of cases can strengthen the validity of findings in terms of their relation to the theories being discussed. References Bell, J. (1993). Doing Your Research Project. Buckingham: Open University Press Cresswell, J. (1994) Research Design (Qualitative And Quantitative Approaches) Sage publications London,. Saunders, M. Lewis, P. & Thornhill, A. (1997) Research Methods For Business Students. London: Pitman Publishing. Wass, V J and Wells P. (1994) Principles And Practice In Business And Management Research Pitman Publishing. London. Miles, M., & Huberman, M. (1984). Qualitative data analysis: A source book for new methods. Thousand Oaks, California : Sage Publications. Stake, R. (1995). The art of case research. Thousand Oaks, California: Sage Publications. Yin, R. (1994). Case study research: Design and methods (2nd ed.). Beverly Hills, California: Sage Publishing. Hamel, J., Dufour, S., & Fortin, D. (1993). Case study methods. California: Sage Publications. Jensen, Jason L. and Robert Rodgers (2001). Cumulating the intellectual gold of case study research. Public Administration Review 61(2): 236-246. “Case Studies” 2006. Available from http://www2.chass.ncsu.edu/garson/pa765/links. Accessed on 29.06.2006 Tellis W. 1997. “Introduction to Case Studies” The Qualitative Report, Volume 3, Number 2, July. Available from http://www.nova.edu/ssss/QR/QR3-2/tellis1.html) Accessed on 25.05.2006 Kodama, M. “Case study of Strategic Alliances between Japanese and American companies in Multimedia Business Field.” Journal Of Management Development. McQuade, K. & Casseres B.G. “Xerox & Fuji-Xerox, “ Harvard Business School Case # 9-391- 156. 26.01/2006 vcampus.uom.ac.mu/upload/public/200435104545.doc Lee, C. & Fujimoto, T. (2003) “The Chinese Automobile Industry and the Strategic Alliances of China, Japan and the US firms.” Discussion Paper for International Motor Vehicle Program. MIT- USA. Brown, A. (1995) “A Broken Engagement” Case study on Volvo – Renault Alliances. “Organisational Culture” 2nd ed. Smith D.J. (1997) “Strategic Alliances in the Aero Space Industry. A Case of Europe Emerging or Converging.” European Business Review. Vol 97. Nov 4. p171-178 Read More