4.1 Introduction This research was set to study the excellence principles in leading online pure play grocery retailers and to realize aims of these study three objectives were set: 1)To determine the benefits and the challenges that e-grocery faces and analyze the reasons of failure online grocers 2)To determine and analyze the different types of business models that e-grocers use to meet all customers’ needs.3) To test if the theory of excellence principles corresponds to the practice of leading pure play e- groceries. The initial two objectives allow basis for our research, however, former two sets are studied to discover practical issues in online grocery sphere. The objective one was configured to emphasize the increasing importance of online grocery and identify the barriers present in the industry. The second objective was to explore the underlying principles that help to thrive online grocery businesses. The last objective is to test if the theory of excellence principles corresponds to the practice of leading pure play e- groceries. The objective one was accomplished in the second chapter and leads to the understanding that online grocery shopping is a tricky field, and misunderstanding of the field leads to creating inappropriate business models, which needs to be adjusted. The objective two explored theories on creating excellence in an online grocery in the third chapter, however the model based on the UK supermarkets and may be not applicable internationally and for the pure players. However, in order to fill the gap, critical study is needed to discuss the excellence principles in pure play organization, an examination was needed to explore the excellence principles. The structure of this chapter contains several sections. First of all, the philosophical paradigm of the research will be discussed. Secondly, the justification of strategy selection will be justified, and design of the study will be stated. Lastly, the discussion and selection of the data collection method and analysis will take a place. A useful diagram is developed in by Saunders et al., (2009) to illustrate the problems in research. These problems are like onion layers and take researchers from particular strategies and data collection tools selected for study. This diagram is explained in Figure 15 and provides structural outline for the chapter. Figure 15: Research process onion
Page 42 Source: Saunders et al.(2009, p.108) 4.2 Research Philosophy The positivism and interpretivism are two epistemological branches which are opposed to each other (Saunders et al., 2009). Positivists claims that the researcher and reality is separate, objective reality exist beyond human mind and it is possible to bring the real estate of the world. However, interpretivist argue that the person and reality is inseparable, and knowledge is deliberately established by researcher lived experience, due to that it need to be measured from people, it all matter of how do we perceive, act and interpret reality. In this study, the positivism approach is used.