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

MA MANAGEMENT DISSERTATION
XIAOFENG WEN
Interview is the most common method of data gathering in qualitative research (King,
2004), and is adopted as the primary method to collect primary information in the
present research. The goal of a qualitative interview is to see the research topic from
the perspective of the interviewee, and to understand how and why they come to
have this particular perspective (Kvale, 1983), it meet the requirements of the
research objective. Hence, the primary data has been conducted through a personal
interview and the interviewee is Mr Cai Qian, Sculpt Project Manager of Shanghai
Volkswagen, the purpose of the interview is to find out the information about VW’s
entry strategy in China’s car market, what are they consider about, the structure of
the interview questions are shown in table 3.5
Table 3.5 the structure of interview questions
What kind of entry mode
did VW choose when it
enter China’s car market
and why
Government policy, both
encouraging and
restricting
Competitive advantage
of VW
Any other things affect
the entry strategy
The limitation of primary data is the collection process is very difficult, because the
data can only collected from very top managers or decision-makers, but make
appointment with these people is nearly improbable, even though the researcher
arranged an interview with a manager of VW.
Due to the limitation of primary data, this paper will mainly use the secondary data.
Hence it is a library-based project, which means this topic will be addressed by using
published information for the construction; thus, this research will conduct with the
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