The Treatment of Complex
Literatures within the structure of a
PhD.
Professor Gus Geursen
School of Marketing University of South Australia
Literature on thesis writing related
to marketing

Chad Parry (1998),
– A structured approach to presenting a thesis. AMJ
6(1) 63-85 and Commentary by Uncles (1998)

Adams and White (1994)
– Dissertation Research in Public Administration: an
Assessment of Methods and Quality PAR 54(6)
6565-576

Clark (1965)
– Writing up the Doctorial Thesis GMR 25-31

Cooper (1989)
– Integrated Research a guide for Literature Reviews.
Sage

Krathwohl (1977)
– How to prepare a research proposal University of
Syracuse

Phillips and Pugh (1994)
– How to Get a PhD Open University Press
Sources of material for this seminar

In order to demonstrate my discussion of
literature I will use a thesis

A internal conceptual model of the small firm

Other thesis referred to are by Dr Phil Hellier,
Dr Liz Hempill and my other past and present
students.
The Structure of the thesis as an
argument








Chapter 1 Introduction and overview of this
thesis
Chapter 2 Issues in defining
Chapter 3 Literature review
Chapter 4 Research method
Chapter 5 Active research Your Work
Chapter 6 Active research Your Work
Chapter 7 Active research Your Work
Chapter 9 Conclusions, implications and
identification of further research.
Fitting it back into the literature

Chapter 1 Introduction and overview of this
dissertation
Introduces the thesis.
 Provides a general context from a discipline
perspective and a general perspective.

– Why is it important to study this area.
– What is being explored.
What are the fundamental question/s explored
in the thesis.
 What is the scope of the thesis.

Chapter 2
Issues in defining…..

This is your opportunity to define your
terms and to justify your definitions.

This chapter can also be used to establish
any unusual words/language in the thesis.

If well written the chapter will act as a
reference for the reader to progress from.
Chapter 3 Literature review
 The
heart of the thesis and subject of
this seminar
Chapter 4 Research method


Will flow out of literature chapter but also have its own
literature
Composition
–
–
–
–
–
–
–
The research questions
Issues in the research approach
The research philosophy of this dissertation
Implications of the research philosophy
Stages in research for this dissertation
Stage 3 Case studies
Stage 4 Empirical substantiation
Chapter 9 Conclusions, implications and
identification of further research
Introduction
 Contribution of the conceptual model to
business literature
 Contribution of the model components to
business literature
 Further research
 Conclusion

Structure of the thesis

Chapter 1 Introduction and overview of this
dissertation
Chapter 2 Issues in defining small business

Chapter 3 Literature review

Chapter 4 Research method
Chapter 5 The firm as a generative and an
extractive phenomenon
Chapter 6 The cashflow component model
Chapter 7 The generative component of the firm
Chapter 9 Conclusions, implications and
identification of further research





What you need to comment on

What has been said.
– Overall
– Specifically
– Q. What and how is it related to my problem
What has been concluded
– Specifically
– Generally
– What is its substance
– Q. What and how is it related to my problem
Engaging a literature regardless
whether it is complex or simple

What needs to be covered.
– Range of aspects
– Range of literatures
What and how is it related to my problem
Problems
What should be in ?
 What should be out?

How do you produce a transparent argument
Steps in managing a complex
literature
 Step
1 Scoping the literature
 Step 2 Grasping the Literature
Analytically
 Step 3 bring the story together
Step 1

Scoping the literature
Survey the general area and do it carefully as
misses will come back and bite you
– Search carefully and extensively. If you find a
paper that arrears relevant look at its references and
pick up the authors who are frequently quoted.
– Search widely and preferably cross discipline.
– Search chronologically.
Table of Literature
Year
Author/s
Journal/Book
Study type
Discilpine Main points contribution
Relevance to my thesis
Study by
Methodology/
discussion
basis
Discipline
Orientation
addressed
PO
Core issue discussed
and theory contribution
Taylor,Weber,Fayol 1846.
(see discussion Kast and
Rosenweig 1970)
Text
Management
Levitt (1960)
Discussion/
conceptual
Marketing
Jensen and Meckling (1976)
Discussion/
Conceptual
Accounting
FO
Porter (1975,1980,1985)
Text
Economics
CO,FO
Miles & Snow (1978)
Text
Conceptual
Management
Economics
MO
Marketing orientation not applicable to highly competitive markets.
Proposes upper boundary for construct.
Levitt (1980)
Discussion/
Conceptual
Marketing
MO
Product or service extends to every aspect of the relationship
between buyer and seller concept of Augmented product.
Kotler (1984)
Discussion/
Conceptual
Marketing
MO
Identifies the components of marketing required for customer value
delivery as target market, customer needs, co-ordination between
the different components of the firm and profit.
Despande & Webster (1989)
Webster (1992)
Discussion/
Observational
Conceptual
Marketing
MO
Defines marketing orientation as an interactive firm/customer culture
and set research agenda into interaction understanding.
Kohli & Jaworski (1990)
Qualitative/
Discussion/
Conceptual
Marketing
MO
Redefines MO as a driver of the firm activity and customer interactive
nature of the MO.
Day and Wensley (1988)
Qualitative/
Discussion/
Marketing
MO
Establishes MO relates to customer value issues only.
Slater & Narver (1990)
Empirical
Marketing
MO
Establishes relationship between market orientation and performance.
Defines the structure of marketing orientation as consisting of
customer orientation, competitor orientation, interfunctional.
Central is the focus long term and profit.
Narver & Slater (1994)
Empirical
Marketing
MO,CO
Establishes MO is not moderated by competition. In the longer
term MO is an independent variable to competitive orientation (CO).
Narver & Slater (1995)
Discussion/
Conceptual
Marketing
MO,LO
Establishes synergy between MO and Learning organization.
Explains the interactive interface as central to MO and how this
provides direction to the learning orientation (LO).
Miller (1983)
Empirical
Conceptual
Management
Ent/ship
Miller &Friesen (1982)
Empirical
Management
Ent/ship
Ginsberg (1985)
Empirical
Management
EO
Refines measures used to define EO developed by Miller.
Covin &Slevin (1989)
Empirical
Ent/ship
EO
Identifies EO as a culture.
Covin &Slevin (1991)
Discussion
Conceptual
Ent/ship
Zahra (1993)
Conceptual
Ent/ship
Accounting
EO, FO,
extends Covin and Slevin (1991) to internal financial links and
performance.
Miles & Arnold (1991)
Empirical
Marketing
Ent/ship
MO,EO
Establishes commonality between MO and EO.
Carland et. al.(1984)
Conceptual
Management
Ent/ship
Miles & Gregory and Arnold
(1994)
Empirical
Marketing
Ent/ship
MO,EO,QO Establishes common elements between MO, EO and QO.
Lumpkin & Dess (1996)
Discussion
Management
Ent/ship
EO,LO,CO
MO,SO
EO
Focus on production and internal efficiency as a key driver of
business performance.
Identifies limitations of business focus. Argues need to change focus
from production and selling to overall customer needs.
Firms are investments with sole purpose of maximizing cash flows
for the owners. This orientation is basis of agency theory and
economic assumptions.
Brings economic focused models of competitive advantage into
management discussion with normative models of strategic
organizational behavior.
Establishes how to use dimensions of innovation, risk taking
and proactiveness as measures of EO.
Establishes innovation as central to EO and links it with culture
in a model.
Develops conceptual model of EO as a firm’s
behaviour.
EO
Differentiate between small business and entrepreneurship.
Identifies difference as SB venture not engaging in any new marketing
or innovative practices. EV is linked to growth from innovative strategic
practices for the purposes of profit.
Extends EO to include autonomy and competitive aggression.
Establishes literature basis for independence of EO and CO
and the basis for a link between EO and Org Ent performance.
This logic is parallel to Narver and Slater (1995) in also proposing
link between MO and LO.
<Perceived
quality>
Customer loyalty
Bol ton &Drew , 1991b; Dodds et
al , 1991; Ostrom & Iacobucci ,
1995; Smi th Goodi ng, 1995;
Andreassen & Li ndestrad, 1998;
Erdem & Sw att, 1998; Grew al et
al , 1998b; Sw eeney et al , 1999
Perry and
Hamm,1969;
Rosel i us, 1971
Brand preference
Dodds et al , 1991; Erdem &
Sw ai t, 1998; Grew al et al ,
1998a; Si nha & DeSarbo,
1998
Perceived value
Peter & Tarpey, 1975;
Grenhaug & Gi l l y, 1991;
Fornel l , 1992; de Ruyter et
al , 1998; Jones et al , 2000;
Sharma & Patterson, 2000
Switching costs
Goodw i n & Ross,
1992; Smi th et al ,
1999
Crosby & Stephens, 1987;
Patterson & Spreng, 1997;
Andreassen & Li ndestad, 1998;
Croni n et al , 2000; McDougal l &
Levesque, 2000
Perceived equity
Customer satisfaction
Ol i ver &DeSarbo, 1988; Ol i ver & Sw an, 1989;
Bi tner et al , 1990; Ol i ver, 1993; Ervel l es &
Levi tt, 1992; Bl odgett et al , 1995; Boshoff &
Leong, 1998; Tax et al , 1998; Andreassen,
2000; de Ruyter & Wetzel s, 2000; Szymanski
& Henard, 2001
Bi rtner et al , 1990; Goodw i n
&Ross, 1992; Berry et al , 1994;
Bi tner et al , 1994; Wel l s and
Stafford, 1995
Perceived quality
Ol i ver, 1980; Ol i ver &
Bearden, 1985; Inni s,
1991; Stauss &
Neuhass, 1997
Roest &Pi eters, 1997;
Andreassen & Li ndestad,
1998; Erdem & Sw ai t,
1998; Pri tchard et al ,
1999
Repurchase intentions
Ol i ver, 1980; Sw an & Traw i ck, 1981; Woodsi de et
al , 1989; Croni n & Tayl or,1992; Fornel l , 1992;
Anderson & Sul l i van, 1993; Rust & Zahori k, 1993;
Tayl or & Baker, 1994; Patterson & Spreng, 1997;
Bol ton, 1998; Sel nes, 1998
Anderson & Sul l i van, 1993; Mc Al exander et
al , 1994; Tayl or & Baker, 1994; Tayl or &
Croni n,1994; Johnston, 1995; Pow paka,
1996; Caruana & Pi tt, 1997; Mi ttal et al ,
1998
eg Liz Hemphill
An examination of agent-principal relationship establishment: The
case of Real Estate
Legal Literature
Specific parameters and definitions of the agency relationship; remedies for
agent, principal and client (Cheshire and Fifoot 1988; Latimer 1999)
Marketing Literature
Agency Theory
Boundaries, drivers
and benefits of the
agency relationship
(Akerlof 1970;
Jensen 1994b; Jensen
and Meckling 1976)
GAP
Gap
Gap
filled
filled
filled
by by
thesis
this
this
thesis
thesis
-
Consumer Behaviour- Principal’s decision to
commit (Bagozzi 2000; Bagozzi & Dholakia 1999)
Relationship maintenance(Singh 2000; Sitkin &
Roth 1993)
Relationship outcomes- Agency relationship
definitions and outcomes (Bergen, Dutta, and
Walker 1992)
Agent behaviour - Drivers of agent behaviour
(Marsh and Zumpano 1998; Moore, Smolen, and
Conway 1992; Black, and Simmons 1987)
Society Laws Boundaries and limitations of legalistic control; codes of
conduct (Kucera 2002; Molho 1997; Sitkin and Roth 1993)
Eg Saran’s thesis
Trade Theory and Development Economics: Role of skill-intensity, macro-level environmental factors and organizational
factors (Czinkota et al. 1998; Deardorf 1984) i.e. absolute advantage (Smith 1776), comparative advantage (Ricardo 1819), factor
proportion (Leontief 1950; Ohlin 1967), demand similarity (Linder 1961), technology gap (Posner 1961), skill gap (Hirsch 1967),
product cycle (Vernon 1966), market imperfect (Krugman 1990), competitive advantage of nations (Porter 1990), modified factor
proportion (Wood 1994), resource-advantage (Hunt and Morgan 1995)
development economics (Hymer 1972; Schumpeter 1952; Stiglitz 1996; 2002;
UNCTAD 2002)
Industrial Organization Theory:
Relationship between external environments
and performance (e.g. Aldrich 1979; Hofer
1975; Porter 1980; Scherer 1990); i.e. export
barrier external to the firms and export
performance (e.g. Bilkey and Tesar 1977;
Bodur 1986; ; Das 1994; ; Katsikeas et al.
1996; Leonidou 1995c, 2004; Ratanasithi
2002; Styles and Ambler 1994)
GAP
Export Performance
Resource-Based
Resource-Based
Theory:
Theory:
Export Marketing
Mix
Relationship between
Relationship
between
Theory: Relationship
firm resources and
firm resources and
between export marketing
performance (Barney
performance (Barney
2001; Collis 1991) i.e.
mix strategy and export
2001; Collis 1991) i.e. export barrier internal
performance (Bilkey
export barrier internal to the firms and export
1987) Strategy Theory:
performance (e.g.
to the firms and export
Relationship between
Bauerschmidt et al.
performance (e.g.
1985; Da Silva and Da
strategy and performance
Bauerschmidt et al.
Rocha 2001; Katsikeas
(e.g. Eisenhardt 1999;
et al.1996)
Minzberg 1985) 1985;
Ecological Organization Theory:
Relationship between business environment, firm resources, business strategy
and business performance (Thorelli 1967)
Trade Theory and Development Economics: Role of skill-intensity, macro-level environmental
factors and organizational factors (Czinkota et al. 1998; Deardorf 1984) i.e. absolute advantage
(Smith 1776), comparative advantage (Ricardo 1819), factor proportion (Leontief 1950; Ohlin 1967),
demand similarity (Linder 1961), technology gap (Posner 1961), skill gap (Hirsch 1967), product
cycle (Vernon 1966), market imperfect (Krugman 1990), competitive advantage of nations (Porter
1990), modified factor proportion (Wood 1994), resource-advantage (Hunt and Morgan 1995)
development economics (Hymer 1972; Schumpeter 1952; Stiglitz 1996; 2002;
UNCTAD 2002)
Invaluable discoveries

Look for scope though
– Themes.
– Patterns
– Areas covered and missed.

Especially look for the invaluable contributions such as
citation analysis, broad studies which provide
overviews of an area. If you cannot find these you will
have to develop them yourself so look very carefully.
Some useful hints

Look for any summary analysis, literature
reviews such as a citation analysis or extensive
lit review paper
–
–
–
–

Academy of Management Review.
Journal of Accounting Literature.
Journal of Economic Literature
Look for mega analysis.
Read the lit review sections of the good papers
and see if anyone has taken a holistic view.
An example of a literature scope
Taken from
A conceptual model of the small
firm
An existing paper
An Empirical analysis of small business literature
Figure 3.1 Classification of small enterprise research
Subject
Paper
number
Percentage
Entrepreneurship
195
26.9%
Firm and industry specifics
115
15.9%
Startup/managing ongoing
small business
84
11.6%
Innovation and technology
73
10.1%
Finance
71
9.8%
Education /training /advice
and consulting
65
9.0%
Business policy/organization
development
59
8.1%
Strategy
43
5.9%
Growth/failure
20
2.8%
725
100.0%
Source: Romano and Ratnatunga (1994, Table 3, p. 9)
Figure 3.2 Subjects in journal/academic articles
exerting the greatest impact on contemporary small
enterprise research
1975–80
1981–85
1986–92
Total
Entrepreneurship
5
3
5
13
Growth
2
2
1
5
2
1
3
Subject
Strategy
Firm specifics
2
Organizational development
1
Business policy
2
1
1
Innovation
Finance
2
1
2
2
2
1
Source: Compiled from Romano C.A., Ratnatunga J., (1994 table 6)
1
Make comments of what you observe
provided they are justified for example

After figure 3.1 classification
– On the basis of these comments it is not surprising
that the literature appears fragmented and noncohesive.

After figure 3.1 classification citation analysis
– Clearly, the research to this point had not generated
material that helped to provide an integrated
understanding of small businesses as a whole.
Engage the literature further and comment on what
has been found.

for example there were two holistic studies
Williams (1989) and Storey, Keasey, Watson
and Pooran (1990)
The Williams (1989) study
The characteristics Williams chose to collect data on
were in four groups:
» Enterprise characteristics,
» Owner/manager characteristics,
» Management practices and business dynamics, and
» Owner/manager reaction and development.
What Williams did
Studied approx 4000 continuing businesses for
15 years and approx 4000 failed businesses
 Collected detailed data on all the characteristics
identified every 6 months
 Did extensive survey work with each failed
business

The contribution of the Williams study

Observation 1
– It is critical to determine and understand what controls are
used in a small firm and how these are used.

Observation 2
– It is important to understand how these controls actually
function as components of the management process of small
business.

Observation 3
– A framework model if available would provide a most useful
reference point for the study of small business.
An opportunity for you to comment
use it to make a visible contribution

For example
– The design elements encapsulated in each
observation are missing from Williams’ study and
may well be the reason for his work not achieving
its model building objective. A framework model of
small business, if it could be assembled, might
eventually provide a means to usefully re-explore
Williams’ data.
Storey, Keasey, Watson and Pooran
1990

What Story et al Did
– Obtained financial data (annual reports) of a sample a
selection of small manufacturing businesses;
- Compared the financial performance of small manufacturing
firms with the creation of employment in those enterprises as
a +&- measure of success.
The objective of Storey et al. was to model the small
firm through prediction of failure, an objective not
achieved by the study.
The Storey et al. study contribution
Observation 4
Profitability, and thus viability, is persistently present in a
continuing small business and not just in periods
centred around growth stages. Furthermore, it cannot
be assumed that profitability directly relates to growth.
Observation 5
Cashflow or liquidity should be an aspect of small
business to examine and have an important role in small
business management.
Observation 6
A single summary source such as annual accounts or
statistical models is not a sufficient database for model
development. A range of sources must be explored if
the drivers and relationships necessary for small
business to function are to be understood.
Compare the studies
 E.g
Williams and Storey et al.
observations
Observation 7
Research based on a comparison of survivor
and non-survivor firms has not produced
information from which a small business
model can be developed.
Figure 3.3 Research model used
re s e a rc h
m e th o d
s e le c tio n
re s e a rc h
h y p o th e s is
d e fin itio n
id e n tific a tio n
o f a c c o u n tin g
m anagem ent and
m a rk e tin g
c h a ra c te ris tic s
In s tru m e n t
d e s ig n
o w n e r/m a n a g e r
re s e a rc h
s ta k e h o ld e r g ro u p
is s u e
c o n c e p tu a liz a tio n
s u c c e s s fu l
b u s in e s s
s m a ll b u s in e s s e s
o p e ra tio n
W illia m s
h a rd d a ta
d a ta
re c o rd s
c o lle c tio n
id e a
S to re y
o w n e r/m a n a g e r
et al
s ta k e h o ld e r g ro u p
lite ra tu re
u n s u c c e s s fu l
b u s in e s s
s m a ll b u s in e s s e s
o p e ra tio n
h a rd d a ta
re c o rd s
fin d in g
n o s tro n g ly
s ig n ific a n t d iffe re n c e
b e tw e e n s u c c e s s fu l
a n d u n s u c c e s s fu l
re s e a rc h e r
p ro g re s s
lite ra tu re
te s ts fo r
d iffe re n c e s b e tw e e n
s u c c e s s fu l a n d
u n s u c c e s s fu l
d a ta
a n a ly s is
A key problem in literature driven
research studies
is the absence of connective links.
In complex literatures you need
to stay unattached until the
relationships fall out

– Let the literature talk to you
– Don’t get committed to a particular view. Stay
loose.
– Let the relationship and method requirements fall
out.
Use Observations until you are ready to commit.
Step 2 Grasping the Literature Analytically

After you have scoped the literature identify the
areas you want to look at more closely.

It is here that you should draw together the
relevant literatures you wish to explore in
detail.
Example of headings chosen









Constraints in small business
Workload in small business.
Small business growth
Small business and its business environment
Research into the links between small business
components
Business orientations and their influence
Common elements between orientations
Some general observations about orientation
literature
Opportunity recognition
Treatment of each heading
e.g.Constraints in small business

Material
– Discussion of workload and need to focus (Williams
1989 Beddall 1990)
– Support in literature
– Cohn and Limberg (1972), Rohrer, Hibler and
Replogle (1969). Classical organisational literature
and research (for example the discussion of Fayol,
Gulick, Urwick, Mooney and Taylor in Dalton;
Lawrence and Lorch 1970 or see Odiorne 1987).
Observations

Observation 8
– Small business is constrained by the limitations of its resource
base.
Observation 9
– The limited resource base of small firms will cause managers to
select a very limited and simple set of tools, with which to
perform only the most necessary management information
tasks.
Observation 10
– The complexity of small business also has an effect on the
selection of management tools.

Observation 11
– Tools need to be multifunctional and capable of embracing a
number of small business management needs if they are to be of
value.
e.g. 2 Workload in small business

Material
– Beddall (1991) Williams’ (1989) (Stubbart 1989,
p. 326). (Johston-Laird 1988, 1983; Hogarth
1980; Kahneman, Slovic and Tversky 1982;
Simon 1956, 1955; Smircich and Stubbart 1985;
Thurow 1983). Simon (1979, 1978) (Bedeian
1984).Lindblom (1979, 1959) (Stein 1981, p. 922
(Quinn 1992, 1981, 1978) stress.
Observations

Observation 12
– In an environment where time is at a premium and
in a pressured environment constant priority choices
are unavoidable.

Some more discussion…..
– see Kellogg 1995; Cottingham 1986; Bougin,
Weick and Binkhorst 1977; Higgins and Barth
1975; Stubbart and Ramaprasad 1988; Boden
1988; Pylyshyn 1986; and Johnson-Laird 1988,
1983). In fact, the apparent conflict in Williams’

Observation 13
– By virtue of the limitation of their resource base and
past experience, small business managers require an
extreme ability to set attention priorities.


Discussion
Observation 14
– Focal points are needed in small business to set the
priorities for allocation of time by the owner/manager
and thus avoid work overload. These still need to be
identified.


Discussion
Observation 15
– An evoked set of data exists, that is a set of identifiable
pieces of information forming a basis from which small
businesses makes its decisions.
Research into the links between
components

Observations
– Observation 18
» The locus of control and management in small business is
directly vested in the owner/manager. This person is
central to all the decision paths.
– Observation 19
» In small business all decision paths pass directly through
the owner/manager, and this person directly determines
the organisational response.
The problem is to stay unattached
until the relationships fall out
 Let
the literature talk to you
 Don’t get committed to a particular view.
Stay loose.
 Let the relationship and method
requirements fall out.
The use of observations let you do this in a
complex literature and they also draw
attention to what you think! In the thesis
used as an example there were 56
observations.
Step 3 bring the story together
 Develop
Propositions by Bringing
the Observations together into
groups that support your model
arguments
The propositions

From a conceptual modelling perspective a key
observation is that orientations can be divided into
two groups, those concerned with the generative
and those concerned with the extractive
contributions to the firm (observation 54). This
observation is fundamental to the conceptual
modelling process because it suggests:

Proposition 1
The firm can be conceptualised as consisting of two
components: the generative and the extractive.


The function of the generative component of
the firm is to supply it with a cashflow from
operations, this is central to its medium and
long term survival (observations 5, 24, 25, 26,
27, 28). The function of the extractive
component on the other hand, is to service the
internal and societal claims made on the firm.
From a conceptual modelling perspective this
recognises that small firms operate in dynamic
contextual environments. The appropriate
model approach is therefore one which is
dynamic but has a central focus on cashflow
and what this allows the entity to do
(observation 29). A second proposition is thus:


Proposition 2.
The dynamics of cashflow provide a central core
around which both the generative and extractive
domains exist. It is central to the study and
development of a conceptual model of the small
firm.
.

Whilst understanding the generative
component raises a number of issues which
need to be clarified, the aspects of the firm
which are directly generative can be identified.
Central to the generative group is marketing
with its fundamental function to supply
cashflow from operations to the firm
(observation 30) and its role as a unifier of the
generative components (observation 31).

Marketing further provides a wide body of
information on the exterior drivers of the cashflow
from operations (observations 32, 34, 35, 36, 37, 38,
39, 40, 45) and the internal interfaces required in the
management resource-scarce small firm
(observations 8, 12, 16). The management function is
centralised and simple (observations 13, 14, 17) and
achieves effectiveness across the firm through its
central pivotal position (observations 19, 20, 21, 22,
23) The generative component contributes to the
firm through attainment of customer relevance
(observation 33), and it is likely to exhibit proactive
behaviour (observations 41, 42, 43, 44, 46, 47, 48). It
is also very likely to possess a strong generative
learning and unlearning ability to maintain cashflow
from operations generating achievement
(observations 49, 50, 52, 53).
This further suggests that:
 Proposition 3
 An important component of the model
should be the ability to generate and
maintain customer relevance so as to unite
the generative components of the firm into a
productive whole.

The observation that management functions
through orientations provides a perspective on how
the firm functions, and thus how the research for
this dissertation might be conducted. Observation
55 indicates the closeness and directness of links
between orientation action and management, and
also indicates that not all identified components of
an orientation need to exist for that orientation to
be present and operative. It is clear that knowledge
about the internal functions of the small firm is
complex and not well understood (observations 1, 2,
4, 6) and that there is little consensus on how this
phenomenon might be studied (observation 7).

What is evident is that there is a management
process by which a limited group of tools is
selected to perform the information tasks of
small firm owners and managers (observations
9, 10, 11). The generative and functional
processes can thus be “explored by studying the
firm’s information system, its use and path in
the dynamics of the firm” (observation 50).
Assuming the critical elements identified in this
chapter can be found, exploration can be
expected to result in a conceptual model of the
internal functions of the small firm.
Observation 3 can thus be transformed into the
final proposition:
Proposition 4
 A conceptual model of the internal functions of
the small firm provides a most useful reference
point for the understanding of and the future
study of the small firm.

Concluding remark

While it is anticipated the research for this
dissertation will provide insights and
material beyond these propositions, these
cannot be predicted. As a consequence of
this research, issues beyond these
propositions should emerge in the final
chapter of this dissertation with further
research opportunities.
Chapter 4 Research method should
come out of the literature for example
If we return to the beginning of the literature
chapter you will remember Williams and Story
et al. and their model of the research process.
This becomes the basis for the research model
of the thesis.
 Research method appropriate to the study is
usually evident from a close reading of the
literature.

Figure 3.3 Research model used
re s e a rc h
m e th o d
s e le c tio n
re s e a rc h
h y p o th e s is
d e fin itio n
id e n tific a tio n
o f a c c o u n tin g
m anagem ent and
m a rk e tin g
c h a ra c te ris tic s
In s tru m e n t
d e s ig n
o w n e r/m a n a g e r
re s e a rc h
s ta k e h o ld e r g ro u p
is s u e
c o n c e p tu a liz a tio n
s u c c e s s fu l
b u s in e s s
s m a ll b u s in e s s e s
o p e ra tio n
W illia m s
h a rd d a ta
d a ta
re c o rd s
c o lle c tio n
id e a
S to re y
o w n e r/m a n a g e r
et al
s ta k e h o ld e r g ro u p
lite ra tu re
u n s u c c e s s fu l
b u s in e s s
s m a ll b u s in e s s e s
o p e ra tio n
h a rd d a ta
re c o rd s
fin d in g
n o s tro n g ly
s ig n ific a n t d iffe re n c e
b e tw e e n s u c c e s s fu l
a n d u n s u c c e s s fu l
re s e a rc h e r
p ro g re s s
lite ra tu re
te s ts fo r
d iffe re n c e s b e tw e e n
s u c c e s s fu l a n d
u n s u c c e s s fu l
d a ta
a n a ly s is
development
of conceptual
models
phenomena
and issue
definition
exploration
of information
availability and
perceived
issues
determination
of empirical
support
requirement
determining of
questions
needing
quantitative
support
sample design
14 case
studies
issue
conceptualization
three
focus
groups
depth
interviews
real
issue
understanding
instrument
testing as
pilot
modification
influence
hard data
systems
(bank statements
records)
stakeholder
groups
idea
initial
probing
Instrument
design
random
sample
220 respondents
data
collection
Phenomena
affecting
real issue
Small
Businesses
literature
hard data
systems
new
literature
generation
modification
influence
data
analysis
Dissertation
researcher
progress
literature
identification
of new
knowledge
confirmation
of existing
knowledge
development
of findings
comparison
with literature
A Structural
Equation or Choice
Model Thesis
Structure of the thesis









Chapter 1 Introduction and overview of this thesis
Chapter 2 Issues in defining the area of study
Chapter 3 Literature review
Chapter 4 Method
(Chapter 5 Qualitative Research).
Chapter 6 Hypothesis, Research Instrument and
Theoretical Model Development
Chapter 7 Findings
Chapter 8 Discussion of Findings
Chapter 9 Conclusions, implications and identification
of further research.
Literature treatment in structural equation
or discrete choice modeling
In these thesis you are set up a model so the reader
needs to be very clear of its basis.
1. Identify the issues very carefully.
2. Analyze each issue and its parameters.
3. Let a hypothesis emerge.
Every aspect needs to have very careful
specifications emanating from the literature or
from qualitative data you have collected and is
sufficiently robust to use.
EG Hellier work Questions were:
1. What is the impact of customer satisfaction and brand
preference upon repurchase intention?
2. What is the effect of customer loyalty and switching costs
upon brand preference?
3. How important is the contribution of perceived value to
customer satisfaction and brand preference?
4. What is the impact of perceived equity upon customer
perceived value and satisfaction?
5. How does perceived quality contribute to customer
satisfaction?
The issues
Perceived quality
 Perceived value
 Perceived equity
 Customer satisfaction
 Customer Loyalty
 Expected switching costs
 Brand preference
 Repurchase intention

E.G. Brand preference upon repurchase
intention

The effect of brand preference on willingness to buy have rarely been
examined (Dodds et al., 1991). Encouraging approaches to the more
precise specification of customer choice behaviour are provided by
developments in consideration set theory by Roberts and Lattin (1991,
1997), Shocker et al. (1991) and Kardes et al. (1993). Constructive
advances also appear in the structural models of customer preference
and repurchase by Roest and Pieters (1997), Andreassen and Lindestad
(1998), Erdem and Swait (1998) and Pritchard et al. (1999). It is argued
that there is a causal link between the disposition of the customer to
favour the service of a specific supplier (brand preference) and the
customer’s willingness to buy that service again from the same supplier.
H1: The strength of brand preference has a positive direct effect on
repurchase intention.
eg Liz Hemphill
An examination of agent-principal relationship establishment: The
case of Real Estate
Legal Literature
Specific parameters and definitions of the agency relationship; remedies for
agent, principal and client (Cheshire and Fifoot 1988; Latimer 1999)
Marketing Literature
Consumer Behaviour - Principal’s decision to
commit (Bagozzi 2000; Bagozzi & Dholakia 1999)
Agency Theory
GAP
Relationship maintenance (Singh 2000; Sitkin &
Boundaries, drivers
filled
Roth 1993)
and benefits of the
by this
Relationship outcomes - Agency relationship
agency relationship
thesis
definitions and outcomes (Bergen, Dutta, and
(Akerlof 1970;
Walker 1992)
Jensen 1994b; Jensen
Agent
behaviourof
- Drivers
ofcontrol;
agent behaviour
Society
Laws
Boundaries
and limitations
legalistic
codes of
and Meckling 1976)
(Marsh
and
Zumpano
1998;
Moore,
Smolen,
and
conduct (Kucera 2002; Molho 1997; Sitkin and Roth 1993)
Conway 1992; Black, and Simmons 1987)
Chapter 1
Introduction to this dissertation
– Specific issues of this research
– Real estate as an example of agent-principal
agreements
– The agent's interest in relationship establishment
– Scope of this research
– Contributions this dissertation makes to theory
– Contributions this dissertation makes to
practitioners
– The general research question of this dissertation
Chapter 2
Definitions of terms used in this dissertation
Agency relationship
Agent-principal agreement
Agent-principal relationship establishment
Citation conventions used in this thesis
Glossary

Chapter 3 Literature Review
–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
The roots of agency agreements
Agency theory
The legal perspective
The marketing perspective
A summary of the two perspectives
Specifying the agency relationship
The structure of agent-principal relationship
The Buyer Perspective
The Seller Perspective
The Agent Perspective
Determinants of agent-principal relationship establishment
Agent-principal relationship establishment
Designing the agent-principal relationship submission
Sales presentation
Conclusion

Chapter 4Method
–
–
–
–
–
General research issues
Qualitative research issues
Quantitative research issues
Testing the conceptual model
Limitations
Chapter 5
– Qualitative Research
– Research method
– Research findings

Chapter 6 Hypotheses, research instrument and
theoretical model development
–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
Method for developing hypotheses
Hypotheses Development
Research Instrument Development
The Research Instrument Development cycle
Measures from the literature
Self-developed measures
Pre-testing the instrument
Scale purification
Collecting the Data
Models
Development of a measurement model
Establishing legitimacy of the measures
Model specification
Item specification
Model comparison

Chapter 7 Findings
–
–
–
–
–
–
–
–
–
–
–
–
Method of testing links
Results of testing links
Chapter 8
Discussion of findings
Information appropriation
Agency control
Agent values
Agent sales presentation
Agent representation
Proposed advertisements & media selection
Negotiation
Summary of confirmed links

Chapter 9 Conclusion, implications and identification
of further research
–
–
–
–
–
–
–
–
–
–
–
–
–
–
Implications for theory
Real estate research
Agency theory
Personal sales literature
Marketing literature
Contributions to real estate research
Contributions to agency theory
Contributions to personal sales literature
Contributions to general marketing literature
Implications for practitioners
Implications for agency owners
Implications for agents
Implication for future research
Conclusion
Structure of the thesis









Chapter 1 Introduction and overview of this thesis
Chapter 2 Issues in defining the area of study
Chapter 3 Literature review
Chapter 4 Method
(Chapter 5 Qualitative Research).
Chapter 6 Hypothesis, Research Instrument and
Theoretical Model Development
Chapter 7 Findings
Chapter 8 Discussion of Findings
Chapter 9 Conclusions, implications and identification
of further research.
Structure of the thesis








Chapter 1 Introduction and overview of this
thesis
Chapter 2 Issues in defining
Chapter 3 Literature review
Chapter 4 Research method
Chapter 5 Active research Your Work
Chapter 6 Active research Your Work
Chapter 7 Active research Your Work
Chapter 9 Conclusions, implications and
identification of further research. Fitting it
back into the literature
Modified model
V6
V7
V1
V8
0 .72 *
V9
0. 62 * 0 .58 *
0 .6 8
0 .6 2
V10
V11
0 .81*
0. 86 *
V2
0. 86 *
V3
0. 89 *
0. 88 *
Per ceiv ed
Quality
(F1)
Per ceiv ed
V alue
(F2)
0 .14 *
V2 2
V2 3
0 .6 5
V4
0 .51*
0. 69 *
V2 4
0. 80 *
0. 80 *
V5
0. 60 *
0. 62 *
Brand
Preference
(F7)
0 .65*
0 .70 *
0. 23 *
Repur chase
Intention
(F8)
0.9 1 0 .95* 0. 93 *
0. 24 *
V2 5
V12
0.9 1
0 .85*
V13
Per ceiv ed
Equity
(F3)
0. 30 *
Customer
Satisf action
(F4)
Expected
Sw itc hing
Cost (F6)
0 .11*
0 .59 0. 86 * 0. 80 * 0 .58 *
0 .8 9
0 .97* 0 .97* 0. 89 *
V18
V14
V15
V16
V17
V19
V2 0
V2 1
V2 6
V2 7