The Investigation of Volkswagen's Entry Strategy in China's Car Market

MA MANAGEMENT DISSERTATION
XIAOFENG WEN
Positivist: it is often adopted in the research philosophy, which reflects the principles
of positivism (Saunders, Lewis & Thornhill, 2003). The results worked out by
researchers are from observable social realities and can be law like generalizations
similar to the ones obtained by scientists (Saunders, Lewis & Thornhill, 2003). The
researchers focus on highly structured methodology to facilitate replicate previous
data and quantifiable observations, results in statistical analysis (Saunders, Lewis &
Thornhill, 2003).
Interpretive: the researchers need to recognize the subjective reality of their study
so as to be able to understand the motives, actions and in intention of research
participants. The philosophical base of interpretive research is hermeneutics and
phenomenology (Boland, 1985). Interpretive research does not predefine dependent
and independent variables, but focuses on the full complexity of human sense
making as the situation emerges (Kaplan and Maxwell, 1994).
Critical: it requires the researchers to understand the people’s social constructed
interpretations and behaviors which would affect by their broader social force,
structures or process (Saunders, Lewis & Thornhill, 2003).
In order to analyze the current situation of China’ car market and VW, the
philosophy behind this part of research will be positivist, moreover the PEST
analysis (for China’ car market), Porter’s five force model and SWOT analysis (for
VW) is employed to assist it. And reflects a critical stance when interpret social
reality and prospect people in the society. However, this research is inclined to an
interpretive philosophy, it because the objective of this research is answer the “why”
and “how” question, it cannot answer clearly by quantifiable observation and
statistical.
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