Implications of the research results

definitely tells us whether the hypothesis is true for this practice if the test is conducted in a case or cases from within that practice or for very similar situations if the test is conducted in a case or cases that are very similar to the practice situation to which the study is oriented. Test results, therefore, have direct implications for the practitioner’s options for action. The result of a successful hypothesis-building study is a hypothesis, or a set of hypotheses, of which it is known by means of the practice of initial testing that they are true in the set of selected cases from which these hypotheses have emerged. Before the generated hypothesis can be considered true for the practice to which the study is oriented, it must first be tested in a next hypothesis-testing study. The exception to this rule is the situation in which the hypothesis was built by studying the entire practice to which the research is oriented e.g. if a hypoth- esis was built about a relation between a department’s management team’s style and the department’s performance in all departments of a company. In the latter case a fact regarding this practice has been discovered and no further testing is needed. The result of good descriptive practice-oriented research is a true or valid description of types of variables complaints, practices, strategies that definitely exist in the described range of values or types in the instances in which they were identified. This result is “true” for the prac- tice if the entire practice to which the research is oriented was studied. Chapter 11 Box 15 A practice-oriented “flash case study” Refer to Flowchart 1. Preparation phase 1. Define research topic ■ In this book we define the terms “proposition” and “hypothesis” as having dis- tinct meanings. We define a proposition as a part of a theory and a hypothesis as a part of a study. We noticed that some of our colleagues used these terms as synonyms. This alerted us to the possibility that we used these words in an idiosyncratic way. 2. Define general research objective see Flowchart 3 ■ We wanted to do a quick practice-oriented case study to find out if the distinc- tion that we make between the terms hypothesis and proposition is accepted in the field of business research. ■ Exploration of practice. Problem finding, hypothesis available. We formulated the following hypothesis: “In high quality business research journals published by the American Academy of Management, the term proposition is used in the context of theory and the term hypothesis in the context of an empirical study.” ■ Exploration of theory for confirming relevance. In the methodological litera- ture it is common to define and use the words hypothesis and proposition separately, as suggested by us. 3. Determine the specific research objective see Flowchart 3A ■ The objective of this study is to contribute to our knowledge about the use of the words proposition and hypothesis in business research by testing the hypothesis hypothesis-testing practice-oriented research. Research phase 4. Choose the research strategy ■ Specification of the hypothesis: a in research papers in the Academy of Management Review AMR, the word proposition is used sufficient condition; b in research papers in the Academy of Management Journal AMJ , the word hypothesis is used sufficient condition. ■ Research objective: to test the two hypotheses. ■ Research strategy: a parallel single case study for each hypothesis. 5. Select instances ■ Candidate cases: issues of both journals of the last 4 years. ■ Case selection: arbitrary selection of two issues per journal and five research papers per issue. 6. Conduct measurement ■ Measurement: visual scanning of the papers for the words hypothesis or proposition; counting the number of times the word proposition is used in an AMJ paper, and counting the number of times the word hypothesis is used in an AMR paper. 7. Conduct data analysis ■ Analysis: rejection of the hypothesis if the number of times that the unex- pected word is used proposition in AMR; hypothesis in AMJ ⬎0. ■ Results: number of times of unpredicted words is 0 : hypotheses confirmed. Implications and report phase 8. Discuss results ■ Test results 20 confirmations and 0 rejections give sufficient support for the correctness of the statement “In high quality business research journals

11.2 Case Study 6: Hypothesis-testing practice-oriented research

Assessing whether a company has sufficient flexibility to develop successfully a new product 1 by Murthy Halemane and Felix Janszen

11.2.1 Introduction

In a world where everything changes, doing the same thing as yesterday is the surest way for firms to fail and to lose market position. In a dynamic market, products undergo shorter product life cycles; thus old products need to be replaced frequently. Old products are modified, improved, or completely renewed by new designs. Manufacturing firms need to be able to introduce new products in the market at the right moment and in the right form in order to create competitive advantage. Chapter 11 published by the American Academy of Management, the term proposition is used in the context of theory and the term hypothesis in the context of an empirical study.” ■ Practical decision: there is no need to describe the difference between hypothesis and proposition as a new idea for business research. 9. Report results ■ While doing this 10 minute case study research, we realized that the results can be presented as a “flash case study” to illustrate the basic ideas of practice- oriented case study research this box. Each reader will have similar practical problems that could be addressed with a “flash case study”. Conclusion drawn by the practitioner ■ The practitioner i.e. we as authors of this book concluded that there is no need to fear that our readers will not accept our definitions of the terms hypoth- esis and proposition. 1 This chapter is based on: Halemane, D.M. and Janszen, F.H.A. 2004 Flexibility in Operations and Businesses Innovation, Global Journal of Flexible Systems Management, 5 2, pp. 23–41. A firm can successfully develop, manufacture, and market new products if the firm’s resource-based capabilities are properly used. With our research we wanted to contribute to the strategy of a leading European firm that develops, produces, and markets high- technology electronic products of relatively short product life cycle. This firm needed to be able to develop new products and launch them on the market successfully. It was interested in an assessment of whether its current resource-based capabilities were sufficient to allow it to do so. The objective of our research, therefore, was to assess whether there was a problem with this firm concerning its capabilities to design and launch new products problem finding and, if so, to specify the problems.

11.2.2 Hypothesis

In order to achieve this objective we were keen to make use of a theory that we had developed that states that a firm’s strategic flexibility is deter- mined by its operations flexibility. The concept of strategic flexibility relates to how flexibly the firm can react to demands of the market. We define this type of flexibility as a firm’s capability to introduce new products on the market at the right moment. We assumed that the earlier a new product with a desired level of attractiveness, quality, and price is introduced, the higher is the resulting market share. We define oper- ations flexibility as a firm’s capability to develop new products in a short time. We assumed that the degree to which standard designs are reused for components in a new product has a direct inverse relation to the time required for the development of the new product. Based on these theoretical notions we formulated the following hypothesis: Hypothesis: The degree to which standard designs are reused for components in a new product in this firm has a direct positive relation to the market share of that new product. Our hypothesis formulates a relation between the degree to which standard designs are reused in the process of product development in this firm and the resulting market share. If this hypothesis is proven to be true, the firm is able to draw a conclusion from it regarding its current resource-based capabilities to design and launch new products. We could only test this hypothesis by using the firm’s expertise and experience regarding the development process of new products as well as regarding the market on which new products are introduced. 234