2009 argue that despite time constraints it is

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(2009) argue that, despite time constraints, it is possible to conduct a longitudinal study by using data collected prior to the current research. The data can then be re-analyzed and would add to the longer time-frame. This thesis has a longitudinal approach in that it will analyze the case company’s arrival in the new market until its practices today in order to be able to establish the strategic fit and its impact on the success in the new market. 2.6 Research techniques and procedures This section outlines the methods that will be used to answer the research question and represents an important part of the research design. It is the sixth and final layer of the research onion. The confines of the research process are also included to show that the researcher is aware that there some limitations to the process and that the findings could look differently in the case the researcher would have had access to other data. Secondary and primary research Secondary data is data that has been collected and published by someone else than the researcher. To assess the secondary data it is necessary to conduct an extensive literature research prior and during the writing of any project. This is made in order to avoid investigating an area that has already been researched and validated numerous times. It will also give the researcher the necessary basic knowledge that will enable her to progress in her research as it will add to her knowledge and also reveal gaps in the literature. Primary data is data that come directly from the source of information such as interviews, focus groups, annual reports and social networks (Saunders et al., 2009).This thesis will be based on documentary secondary and primary data sources to enable the researcher to triangulate and compare the data before
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17 arriving at a conclusion. Data sources that are used in the thesis are academic articles, journalistic material and commercial data. Also, some of the data will come from non-written material, such as audio-casts and video recordings. Moreover, social networks are included in the research process and are used to understand how the case company is leveraging different networks on the global and local markets. 2.7 Limitations This thesis is solely based on data obtained from online sources such as reports, web sites, articles and offline sources such as books and academic literature, which represents one of its biggest limitations. To conduct interviews with key managers in the case company could have provided valuable insights about the company’s strategy and the process of expanding into the new market, which would have been an appreciated contribution. Another limitation lies in the inability to access Chinese resources of information due to lack of Chinese language skills. To be able to read and analyze secondary data about China in Chinese would have opened up for bigger opportunities in creating a deeper understanding of the Chinese business environment.
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