The objective of this chapter is focussed on the second sub-objective (refer to Section 1.5) through the development and validation of the proof of concept (Alpha-design) growth-strategy support model from the responses received during the semi- structured interviews.
4.3.1. Objective-centred eADR phase
Within the eADR cycles, the design phase is the second phase and is considered as the objective-centred phase within the overall eADR approach (refer to Figure 4.2).
Source: Adapted from Mullarkey and Hevner (2018)
Figure 4.2: Phases of the eADR approach
Similar to the other phases, the design phase also consists of five activities, i.e.
and related iterations are designed as the cycle progresses through these five activities and are evaluated and validated in real time while influencing subsequent cycles. Mullarkey and Hevner (2018) comment that a key contribution of the design phase is the close integration of artefact build and evaluation in context.
The following need to be kept in mind in ensuring a valid Alpha-design phase. As explained in Chapters 1 and 2, structured interview processes were followed with key industry participants, while allowing for continuous open communication channels with the participants as the project progressed. The data analysis was done using framework coding techniques, allowing for the identification and refinement of themes throughout.
According to Sein et al. (2011), practitioners with first-hand experience of the project have opportunities to influence the design. Sein et al. (2011) also affirm that initial artefact versions can serve as light-weight interventions in a limited organisational context. It is important to note that Peffers et al. (2007) concur that a developmental (proof-of-concept) artefact may not necessarily address all aspects of the identified problem, as the design process is often one of partial and incremental solutions and improvements. The emerging artefact however, as well as the theories ingrained therein, are continuously instantiated and repeatedly tested and validated through organisational intervention and subjected to participating members’ assumptions, expectations and knowledge. Peffers et al. (2007) also declare that this highly participatory process builds organisational commitment and guides the eventual design of the ensemble artefact.
4.3.2. Application of ADR principles: Alpha-design phase
It has been indicated earlier that ADR’s aim is to generate prescriptive design knowledge through the building and evaluation of an artefact in real-life settings. In Chapter 2 the guiding principles of ADR were identified, with the application thereof in the diagnosis phase, highlighted in Chapter 3. Building hereon, the application of these principles in the context of the Alpha-design version of the model are briefly highlighted in Table 4.2.
Table 4.2: Objective centred Alpha-design phase: Application of ADR principles
Principle Application
Principle 1: Practice- inspired research
In Chapter 3 the “wicked” problem was defined so that we can now continue to focus on the development of the Alpha-design. As this is a “real-world” problem, the artefact has to take into account the obstacles that are faced when planning to operate in a territory where market intelligence is difficult to come by and mostly outdated.
Principle 2: Theory- ingrained artefact
The foundation of the design phase is founded in the presented theory – as discussed in Chapter 3 – that an artefact produced during the design phase will provide the requisite required rigor, support and guidance in the development of growth strategies to organisations planning to invest or expand into uncertain territories.
Principle 3: Reciprocal shaping
The design activity will utilise the reiterative, cyclic approach to ensure that the final artefact will have adhered to the ADR’s two- phased approach in the creation of an artefact.
Principle 4: Mutually influential roles
The researcher established a network of contributors whilst attending business seminars and trade delegation conferences in Mozambique, as well as personal interaction with managers, directors and
organisation owners operating in Mozambique who were able to contribute during the Alpha-design phase.
Principle 5: Authentic and concurrent evaluation
The artefact was developed for Organisation A and the researcher populated the module to generate the required result.
Principle 6: Guided emergence
Per Principle 5, the knowledge gained from the diagnosis framework, formed the foundation to the Alpha-design iteration.
Principle 7: Generalised outcomes
Although the research problem was particular to the country of Mozambique, the researcher is of the opinion that it could be utilised in other countries with similar constraints and uncertainty.
Principle 8: Abstraction The Alpha-design version of the required artefact was an Excel- based model with statistical calculations in the workings portion of it.
In the first column of Table 4.2 the application of the ADR principles is demonstrated, with the second column providing accounts of the applications followed during the Alpha-design phase.
In Principle 1 the focus of solving the “real-world” problem previously identified with
centred on the theoretical background of the problem formulation and how the problem was identified based on the stakeholder theory described in Chapter 2. Continuing from Chapter 3 and what was realised throughout the eADR problem-centred phase, the Alpha-design will give organisation managers and strategic decision makers more direction and areas to focus on before implementing or deciding to continue with planned investments and/or territory expansions. This design phase carried on from the data collected and the conclusions reached during Chapter 3, that to develop an effective growth-strategy support model the developed artefact will have to consider the PESTLE influences in the targeted territory. During Principles 3, 4, 5 and 6, through ongoing interaction with the pre-selected stakeholders, information and experienced opinions were gathered in semi-structured interviews, in questionnaires, and as feedback received during business networking opportunities. These were all applied in the Alpha-design phase to ensure the artefact designed could be applied within the uncertain business environment of Mozambique (Principle 7), with all the aforementioned culminating in the abstraction of the model.