Research Gaps

Hitt, Ireland, & Hoskisson (2011) explored the general approach to business expansion by considering various options that are available to businesses which are seeking presence in international markets. The generalized approach does not take cognizance of specific market dynamics that are unique to different regions and countries.

Katsikeas et al. (2007) and Albaum & Duerr (2008) alluded to the general conditions that prompt firms to consider expanding into international markets. The overriding element is that there is great generalization in most literature. There is also increased focus in individual cases with greater emphasis on western multinationals expanding into Asian markets.

This study sought to evaluate the internationalization approach to a frontier market (Kenya) and also examined the rapid ascension of an emerging market multinational into another emerging market region. The two companies are based on the same industry sphere which allows for cross comparison of their respective performances.

The specificity of the market research driven by the two case studies provided greater insights into accessing the fast emerging frontier markets which have much greater potential. They offer an evaluation of the internationalization strategy that was adopted by the two firms and current market standing indicating success and pitfalls of the adopted approach.

Chapter 3: Research Methodology

Introduction

This chapter outlined the various research methodologies that are available. It also outlined the approaches that were considered. The chapter determined the most appropriate; research methodology, research methods, sampling/population, data collection instruments, data processing methods, and ascertained the veracity with validity and reliability constraints.

Research Methodology

Research methodology can be grouped in the following categories; quantitative and qualitative (Dawson, 2002). Qualitative methodology seeks to attain in-depth opinions from respondents by exploring behavioral elements such as experiences and attitudes (Dawson, 2002). The methodology is subjective depending on personal viewpoints.

It has a process-oriented approach with a basis on exploration or induction. Qualitative methodology places great emphasis on gaining understanding with a holistic perspective. In addition, it is based on comparison and contextual discernment with measurement achieved from uncontrolled factors and observations (Dawson, 2002).

Quantitative methodology seeks to generate vase amounts of data through the use of extensive surveys (Dawson, 2002). The methodology usually makes use of methods such as structured questionnaires, case studies, and structured interviews. It is usually oriented towards achieving designated results.

It is mostly based upon deduction that could be derived from hypotheses. The main objective of the methodology is to analyze situations and achieve empirical results that are based on facts. Generally, the findings are determined based on defined sample based on preset benchmarks which can employed in a controlled experimentation.

To achieve greater objectivity, a triangulation can be employed by using both methodologies in research. The ability to counteract inherent weaknesses in each methodology to expound the advantages is achieved by this approach. However, this approach also increases the complexity of research without necessarily achieving different outcomes.