The research is designed to investigate Unilever as a case. This study comprised of responses gathered from participants employed by Unilever. These participants were both Level 2 and 3 management in conjunction with Level 1 employees. Management are essentially responsible for the execution of business strategies within the organisation. They are required to organise and plan as well as use acquired skills to inspire employees to embrace strategic organisational changes. Management leads strategy and change and addresses the “when”, “how” and “why”.
Although Level 1 employees are not responsible for strategic choices and implementation, they are responsible for executing strategies management needs to implement. This research chose to investigate perceptions from Level 1 employees, as well as Level 2/3 management. The reason for this is that management might have a certain perception on strategy implementation and the Level 1 employees might have another perception. It is therefore important that the research investigate the degree of success Unilever has in its strategic implementation of its national sustainability objective through looking at lenses of different level of employees, and how the strategic implementation process is being led. The research design is an important
97 | P a g e element of the research process, which assists in answering the research questions. It constitutes a plan, structure and strategy in order to obtain answers to questions and manage discrepancies (Easterby-Smith, Thorpe and Jackson, 2010). It provides direction and ensures the project’s completion within a given period acting as the blueprint for the execution of the study, optimising control over the factors which may pose as an interference to the validity of the results (Oosthuizen, 2009). This study encompasses both exploratory and descriptive research, on which a case study is carried out based on Unilever South Africa. The research is predominately quantitative, incorporating open ended questions which assumes a minor qualitative perspective. Quantitative research prompts implication through objectivity discovered within the findings. Thus, the use of a quantitative and qualitative approach upholds the conjecture of a pragmatic (mixed methods) paradigm (Williams, 2007).
To facilitate the testing of the validity of prior leadership theories, empirical research aimed at fast moving consumer goods companies (FMCG) in the South African context was conducted (Thomas, 2010). The researcher sought to rationalise the chosen research approach pertaining to suitable research literature using a theoretical perspective, followed by the undertaking of a quantitative survey using a statistical assessment. This secondary research assumes the form of previously conducted questionnaires which was used to expand the understanding of the correlations between top management (Level 2 and 3) and lower level (Level 1) employees.
Additionally, this assessment was used to differentiate and determine appropriate research methods. Exploratory research will be conducted within the literature review, thereafter, a descriptive analysis will be conducted. The current, unstable economic climate has created numerous challenges for organisations within the FMCG industry.
The questions posed within the questionnaire seek to identify the degree of importance held to each research construct (i.e. effective leadership, change management and sustainability) and its subsequent correlations. The questions are also aimed towards determining additional methods required to be employed in order to gain substantial competitive advantage for the sustained progression of organisational success. The study focuses on one specific company (Unilever South Africa) in relation to its competitors. In essence, the research design forms the investigator’s complete proposal to facilitate the attainment of answers to the research questions leading the investigation. The importance of the research design is that it aids in assisting researchers to strategise and execute the investigation using methods that will support in achieving the intended results, hence increasing the likelihood of attaining material that could be related to the real situation (Burns and Grove, 2001).
98 | P a g e The purpose of this research is to identify the type and style of leadership executed by top management, in accordance with lower level employee perspectives, within the sustainability environment and deciphering to what extent the company employs good sustainable leadership and its consequent effects on success. From this, it can be determined whether or not the specified leadership type and style is effective, and thereafter, what strategies should be implemented to facilitate effective change and ensure future success. Additionally, the proposed study on leadership and change management aims to identify evolving themes from data, and study the dimensions of effective leadership in tandem with change management, and the issue of effective sustainability.
4.6.1 Quantitative research
Quantitative research assumes a statistical framework and can be used to provide responses to comparative questions of variables in research studies. “Quantitative researchers seek explanations and predictions that will generate to other persons and places. The intent is to establish, confirm, or validate relationships and to develop generalisations that contribute to theory” (Leedy and Ormrod, 2001, p. 102; cited in Williams, 2007, p. 66). Quantitative research utilises inquiry approaches, for instance, surveys and experiments, subsequently gathering information based on preordained research mechanisms which generate statistical data (Williams, 2007). Research findings may thus, be “predictive, explanatory, and confirming”
(Williams, 2007, p. 66)
4.6.2 Characteristics of quantitative data
Information collected needs to comprise the following essential elements:
Control: in actuality, there are numerous aspects which can affect a result. The notion of control suggests that, in examining causation with respect to two elements, your study needs to be structured so as to diminish the effects of further aspects affecting the relationship (Dawson, 2013).
Rigor: it is a necessity to be conscientious in ensuring that the measures taken to determine solutions to questions are related, apt and reasonable (Dawson, 2013).
99 | P a g e
Validity and verification: this dictates that all information collected is accurate and can be substantiated by the researcher and others.
Be Empirical: indicates that any deduction made is founded upon solid proof collected from information obtained from actual practices or opinions (Kumar, 2014).
Be Critical: close inspection of the methods used and implemented is critical to research investigations. The process of analysis must be comprehensive and devoid of shortcomings.
Methods implemented must be able to resist inspection. Thus, in order for research to be accurate and inclusive, it is essential that the above elements exist within the study (Kumar, 2014).
Additionally, quantitative research itself should have the following characteristics (Wood and Brink, 1998, p. 305, Burns and Grove, 2001, p. 192):
There is a single reality that can be defined by careful measurement.
It is usually concise.
It describes, examines relationships, and determines causality among variables, where possible.
Statistical analysis is conducted to reduce and organise data, determine significant relationships and identify differences and/or similarities within and between different categories of data.
The sample should be representative of a large population with reliability and validity of the instruments forming crucial measurements to the study.
Comprehensive data collected by employing different methods and/or instruments should result in a complete description of the variable or the population studied.
It provides an accurate account of characteristics of particular individuals, situations, or groups.
100 | P a g e Table 9: Synopsis of the main differences between qualitative and quantitative methods within research.
Source: Thomas, 2010, p. 304.
101 | P a g e 4.6.3 Qualitative exploratory descriptive research design
Exploratory research comprehensively studies the appropriate elements required to reach a suitable depiction of the representativeness of the current state (Wood and Brink, 1998, p. 283- 286). Descriptive research affords a precise interpretation of features of a specific person, occurrence or collection within everyday conditions (Polit and Hungler, 1999, p. 189).
The following aspects may be achieved with the use of a descriptive design:
Designing ideas
Detecting issues with existing methods
Substantiating existing methods
Formulating conclusions, (Creswell, 2013).
The end resolution is to afford the observations and insights of respondents regarding the occurrence analysed (Burns and Grove 2001, p. 293).