THEORETICAL AND CONCEPTUAL FRAMEWORK
4.3 RESEARCH DESIGN
shared hidden assumptions, which constitute the 'corporate conscious', might not necessarily easily accept the new strategic directions. It was from this philosophical perspective that this study was conceptualized with a view to understanding the tensions and complexities of perceptions around strategy among senior employees as EKZNW sought to pursue new strategic directions to ensure both its own survival and relevance to the multiple constituencies it has to serve.
view are the rule rather than the exception (Burton 2000; Miles and Huberman 1984).
The main theme of this study (organizational culture) fits this description given that much of the challenge is found in the many varying meanings and usages associated with the concept. As a much used concept, culture continues to take on new and diverse meanings over time.
4.3.1 Case study approach
A central feature of this study's research design was the case study approach. Despite the widespread use of case studies, there is little consensus on what the 'case study' actually constitutes (Burton 2000). Broadly, a 'case' as used in social sciences is seen to denote varying entities including an individual, an organization, or any single phenomenon forming the subject of a study. With this broad understanding ascribed to the meaning of a case, it is not surprising that case study research has been defined differently, with variations quite noticeable across disciplines (Piatt 1988; Yin 1984). Although consensus seems to have been reached in the social sciences with the recognition of cases as the building blocks for collecting data, there is still some controversy on what should be regarded as a 'case' (Burton 2000; Neuman 2000). Others contend that case study research comprises a single case; otherwise the study is regarded as being comparative (Burton 2000).
For this study, the definition by Yin (1984), which describes case study research as an empirical enquiry that investigates a contemporary phenomenon in context, was adopted.
Applying this definition, a number of aspects can be adduced in relation to the phrase 'contemporary phenomenon'. Further, a case study approach is desirable in situations where the boundaries between the phenomenon and its context are not clearly evident and where multiple sources of evidence are used (Yin 1984). Case studies are often used in qualitative research. Adoption of a case study approach was thus made partly on account of the qualitative nature of the study. The contemporary phenomenon being investigated in a contextual situation in this study was the linkage between strategy and culture.
Why opt for a case study?
There is controversy about when to apply a case study approach. Although situations may warrant another approach,
in general, case studies are the preferred strategy when 'how' and 'why' questions are being posed, when the investigator has little control over events and when focus is on a contemporary phenomenon within some real life context (Yin 1984: 1).
The case study approach allows the researcher to investigate particular socio-political processes in depth and detail, illuminating complexities, contradictions and nuances.
However, the very strengths of the case study are also its limitations. The specificity of a case study limits generalization to the extent that few if any, other organizations can claim identical conditions to the organization under study. In addition, the case study approach is flexible because it permits the researcher to use different data collection techniques (Burton 2000). The combination of different data collection techniques helps to minimize the inherent weaknesses of each technique while simultaneously increasing the rigour of the data (Bless and Higson-Smith 2000). Although often producing information that is useful only in describing the specific characteristics of the system, entity or event under study, case studies can be used to generate broader philosophical and policy conclusions (Piatt 1988).
However, generalization must be made with caution and its plausibility will hinge on the adequacy of the theory being proposed and the extent of the body of knowledge available to support it. The case study method also offers a different kind of 'generalization' compared to the literal interpretation of the term generalization.
Results from case studies can inform and reform existing theories through elucidating the particularities of a single case study (Yin 1984). By recognizing the differences across cases, pre-existing theories can then be re-constructed, and it is this characteristic of case studies that enables us to better understand their context as opposed to samples of similar cases which holds the significance of case studies (Burton 2000). The value of a case study approach lies in its ability to retain context while informing broader theories and our understanding of a given phenomenon at different scales (Neuman 2000). While this study focused on a single organization, its findings have broader implications in terms of both the philosophy and practice of
conservation because the aim is to use the case study to inform both theory and practice.
Negotiating access
Accessing people, organizations and data are huge challenges to the research process.
This problem, according to Burton (2000) is accentuated in case study research because:
... securing access to people, organizations and data is necessary for the successful completion of any research report project, but it is particularly crucial in a case study research where the researcher may wish to spend a considerable amount of time with relatively few individuals or within a limited number of settings.
This observation was particularly relevant to the present study. Steps leading to the formalization of the study are outlined below:
• I used every opportunity to attend events organized by EKZNW from mid 2001 up to the time the project was officially accepted and registered in early 2003l4.
• During such events, I took notes and made observations related to this study.
Informal discussions were held with members of the organization to clarify matters. These interactions established contacts and informed the relevant people about the nature of the study thereby stimulating interest and support for the study long before the study commenced.
• In the process, I studied the literature and theories relevant to the study, making appropriate adjustments as I became more familiar with the organization.
• A meeting was held with two officials from EKZNW to formally present the study ideas. Thereafter, in line with the EKZNW s requirements, a proposal was submitted for consideration (Appendix 2).
• The project was finally registered in early 2003, and documentation to that effect was issued.15
This also helped with researcher visibility in the organization. Researcher visibility was also enhanced by the frequent use of the organization's library. Once the project was formally registered with the organization, most of those who were targeted for interviewing got to know of the my existence through the Project Co-ordinator's communication.
My visibility at the EKZNW head quarters reached its peak during the period of the interviews.
15 Background work on the study had been going on since 2001, but formal registration with the organization was a requirement for data collection.