Strategic Alliance of Qantas and Emirates - Research Proposal Example

Strategic Alliance of Qantas and Emirates Strategic Alliance of Qantas and Emirates The strategic business alliance or partnership between Qantas Airlines and Emirates was established on 31st March, 2013 (Gazzar, 2014). QF1, a flight of Qantas Airlines, was found to reach London’s Heathrow airport via Dubai but not Singapore, following enactment of the strategic alliance. Researchers stated that Qantas had entered into the strategic alliance with Emirates for securing declining market popularity and achieving considerable growth in long run (Nagraj, 2013). The alliance between the two companies took place in the form of a joint venture. It was estimated that the annual profit of Qantas has improved by $ 90 million after establishment of the alliance (Nagraj, 2013). The strategic alliance between Emirates and Qantas does not involve any equity investments. The venture is legally sealed for 10 years (Nagraj, 2013). Causes behind Qantas-Emirates Strategic Alliance The strategic alliance of Emirates and Qantas was primary approached by the latter. It was established to materialize one of the strategic aims of Qantas Airlines’ transformation plan. Qantas had aimed to resolve potential business problems and improve its business internationalization process through the alliance. It is observed that Qantas had experienced a loss of $ 450 million in 2012 (Treanor, et al., 2014). Business internationalization process of the company was subjected to infinite number of problems. Through this business merger, Qantas Airlines decided to revive its diminishing commercial prosperity in the competitive aviation industry. The primary issue faced by Qantas was related to the Kangaroo airline route (Treanor, et al., 2014). The air routes introduced by Qantas from Australia to the European countries were eastbound in nature. The eastbound Kangaroo air route of Qantas had become unappealing after rise of the Middle Eastern Airline organizations (Treanor, et al., 2014). Furthermore, the company operated from Australia, which is situated on some of the places of the world. The primary airline hubs of Qantas were located far away from its domestic hub. Qantas started to lose popularity because of efficient Australia-Europe services provided by its potential rivals such as, Emirates, Qatar and Etihad (Orlov, 2011). The aviation routes of the latter companies were not eastbound and hence, proved more profitable in the market. The business of Qantas (as shown in the SWOT analysis) was subjected to several weaknesses and risks. In order to eradicate the potential issues in trade, Qantas Airlines had decided to attach its struggling brand with the strongest rival, Emirates. Researchers claim that business alliance between two or more airline companies is a primitive trading practice (Liou, et al., 2011). However, the strategic venture between Emirates and Qantas was the most prominent alliance in the history of airline industry. It was perceived that the deal would generate benefits for both the participating firms, even though Qantas was in greater need of support. The benefits from the alliance were estimated in terms of investment, operations, innovation, communications and value (Liou, et al., 2011). Advantages of Strategic Alliance The business venture of Qantas and Emirates is a type of benefit sharing model (Burmann and Zeplin, 2005). As a result, both the companies will receive specific benefits. The alliance will increase the frequency of flight services provided by both the companies. The two companies will have ability to offer approximately 98 airline services per week between Australia and Dubai. The strategic alliance will offer one-stop airline services to all passengers of Qantas. These one-stop air routes will connect Australia to more than 70 destinations located in Middle East, Africa and Europe (Burmann and Zeplin, 2005). The strategic alliance will facilitate a rise in their aggregate revenue and profitability. Financial surplus will be experienced by both firms due to greater scope and scale of services delivered (Clark and Melancon, 2013). The frequent flyer program of the two organizations will be combined through the alliance. Consequently, their loyal customers will be able to redeem and earn more club points (Clark and Melancon, 2013). The allied firms will unite their tangible and intangible productive resources for offering superior services to customers. The end-to-end consumer recognition, priority check-in, boarding services, lounge services and other in-flight frill facilities provided will greatly improve (Whyte, Prideaux and Sakata, 2012). The strategic alliance will help to materialize the global strategy formulated by Qantas in the transformation plan. It will also enhance brand value and market share of the company in the international market. The alliance is believed to help improve the existing airline network of both the companies across the emerging markets of Asia (Whyte, Prideaux and Sakata, 2012). Due to enhanced demand, economies of scale in operations can be experienced, thereby lowering the operational costs for both the airlines. The strategic alliance of Emirates and Qantas will allow promotion of inbound trading and tourism industries among all destination economies, especially Australia and Dubai (O’Connell, 2011). The union between the two companies will partly amalgamate their financial resources. These resources can be utilized for future innovation expenditures. The business alliance will ensure provision of the best airline service in the aviation market. The consumers will not only experience better quality and quantity of airline services from the two companies, but also will be able to avail the same at more affordable prices (O’Connell, 2011). The unprofitable Kangaroo route issue for Qantas will be resolved in this manner. Although the alliance entails greater advantages for Qantas, Emirates will also be considerably benefited in the long run. Figure 1; Growth of Air Travellers to/from Australia (Source: Qantas Airways Limited, 2012) Emirates will be able to experience the demand for airline services in Australia, which was previously a part of the potential market share of Qantas. According to the above graph, the proportion of Australian air travellers has considerably increased over last few years. By conducting combined business with Qantas Airlines, Emirates will be able to experience increasing domestic and international airline service demand in Australia (Qantas Airways Limited, 2012). Qantas Airlines is a long established brand in the aviation market, whereas Emirates is relatively new in the industry. By joining its brand name with that of Qantas, Emirates can improve the learning curve and brand value considerably in the long run. Through greater brand value, Emirates Airlines will be able to gain higher competencies against business rivals such as, Qatar Airways and Etihad Airways (Hazledine, 2010). Hence, the joint venture or strategic alliance will be beneficial to Emirates and Qantas as well as potential consumers of the airline industry. Disadvantages of Strategic Alliance Researchers claim that there are several disadvantages linked with a strategic alliance deal (Calderon, Cervera and Molla, 1997). After the enactment of a strategic alliance, the weaker organization experiences a constant threat of future forced acquisitions or takeovers. In strategic business alliances, the stronger business partner often changes trading priorities, leadership styles and strategies in ways that render the entire alliance flatter in nature (Andersen, 2000). The confidential undisclosed business information of an organization can be leaked out through such deals. A smaller business firm often fears loss of its organizational brand value, autonomy and identity in the market after entering into an alliance with a strong corporation (Andersen, 2000). Besides that, allied business firms often face problems regarding workforce management. Increased staff attrition, job loss, poor employee turnover and legal liability matters are common issues that the associated business corporations encounter (Aguirregabiria and Ho, 2012). The intrinsic business risks that a company faces also increase after the enactment of a business alliance. The strategic business alliance between Qantas and Emirates had generated infinite number of benefits to both of them. Nevertheless, certain inherent issues were associated with the alliance. Despite the alliance, Qantas had continued to incur losses in business and reduced thousands of jobs previously created. The company had also removed dozens of aircrafts from its personal fleet plans (Aguirregabiria and Ho, 2012). Qantas aims to strengthen its brand value and commercial prosperity with the help of strategic coalition with Emirates. Then again, Emirates has openly declared to not become an investor for Qantas, which could have helped in recovering the latter’s financial deficits. Emirates claims to strictly follow its organic growth business model, irrespective of any strategic association with Qantas. As a consequence, Emirates will never share its efficient operational, marketing or innovation strategies with Qantas. Due to the strategic alliance, Qantas has purposely stated to adopt certain strict initiatives in business (Steven, Dong and Dresner, 2012). The company has deferred its aircraft purchases, lowered jobs and reduced business growth plans for the short run. All such measures can weaken the brand image of Qantas in the airline industry. The market reputation of Qantas Airlines can greatly diminish following its business association with the highly reputed organization of Emirates (Steven, Dong and Dresner, 2012). The unique business identity and autonomy of Qantas might decline under such circumstances. Moreover, the business stakeholders might lose confidence over the airline. In short, it is feared that the brand value of Qantas may be overshadowed by the strong brand presence of Emirates, after the alliance (Steven, Dong and Dresner, 2012). International Airlines Group (IAG) had also decided to terminate its joint venture with Qantas Airlines in March 2013, which was initiated in 1995 (Kan Tsui, BalliGilbey and Gow, 2014). This decision was undertaken by IAG after enactment of the strategic business alliance of Qantas and Emirates. Termination of the joint venture with IAG can weaken the business bond of Qantas with Emirates as well as adversely affect its financial position. Thus, it can be inferred that the strategic business alliance of Emirates and Qantas has generated certain business risks and problems for the latter. Impact of Strategic Alliance in the Airline Industry The companies that deliver services in the global airline market conduct business in a monopolistically competitive market structure. These companies offer qualitatively differentiated services and constantly aim to beat competition by enhancing core competencies in business. Strategic alliance is a commonly utilized business competency gaining tool that is used in all industrial segments. According to the research report of Airline Business Alliance Survey, the total strength of business alliances in the global aviation industry was 280 in 1994. This figure had increased to 579 in 2000. However, the report showed that five biggest airline alliances had accounted for 60% of the total global airline transportation (Goel, 2003). The number of global business alliances in the aviation industry had significantly increased after the incorporation of deregulation in the airline industry. The aviation companies extensively participate in business alliances in order to enhance competitive advantages in business. By way of combining brand value and business assets through an alliance, aviation companies aim to increase profitability and revenue earned. Strategic alliances are often adopted by airlines companies for the purpose of improving quality of the services provided. It is also a tool whereby the companies lower operational cost by experiencing economies of scale in business (Goel, 2003). Aviation industry fosters the rate of globalism. The airline companies expand the business internationalization process by way of entering into cross-country strategic alliance agreements. Strategic alliance helps to create convergence, competitiveness and complementarily among all companies in the aviation industry. Simple route alliance, equity alliance and broad commercial alliance are the major types of business associations practiced in the global airline industry. Business alliance of Qantas and IAG, Qantas and Emirates, Cathay Pacific and Qantas, Finnair and Iberia are examples of commercial strategic alliances made in the airline industry (Goel, 2003). Consequently, it can be deduced that growth in the global aviation industry would not be feasible in the absence of strategic alliance. Conceptual Framework The current research work aims to evaluate the importance of strategic alliance in the contemporary aviation industry. The literature review reflected that extensive market competition and inefficient business practices had diminished commercial prosperity of the well-known Australian airline company, Qantas. Even so, by incorporating a business transformation plan, Qantas had entered into a strategic alliance with the global airline leader, Emirates. Also, the net benefit related to the alliance for both organizations are qualitatively and quantitatively assessed (Bryman and Bell, 2007). Hence, for performing the empirical analysis, the dissertation should include a secondary survey pertaining to their financial statuses, pre and post the alliance. An open-ended questionnaire survey should also be conducted on the employees related to Qantas and Emirates. The survey results will help to determine success of the alliance according to views of the workers. Chapter 3: Methodology Introduction Research methodology is the symmetric and scientific method of study adopted for searching empirical information regarding a concerned research theme. This chapter extensively explains the method and techniques used by the researcher for accomplishing the research work of the dissertation. The context of this section will elaborate the diversified approaches of utilized for resolving the minor and major objectives of the dissertation research. The researcher will also justify the reasons for selecting each specified type of investigation technique in the dissertation methodology. This chapter will illustrate the philosophy, strategy, approach, time horizon and ethical virtues of the concerned research (Pannerselvam, 2004). The shortcomings of the entire explorative study will also be elaborated by the in the following section of the dissertation. Idea about the intrinsic and extrinsic validity of the research can be evaluated at the end of this section. Research Philosophy By following a particular philosophy of research, a researcher determines the primary objectives of a business or academic research work. Thus determination of philosophy is one of the most important requisite of a research study. Realism, interpretism and positivism are the three main categories of research philosophies (Saunders, Lewis and Thornhil, 2009). The best outcome of an empirical research work can be accrued only by selecting an appropriate philosophy of research. Positivism A positivist philosophy of research is used to conduct a study on any real world topic. The outcomes of such explorative studies are receivable in quantitative terms and are objective in nature (Srivastava and Rego, 2011). Interpretivism This is also known as the phenomenal research philosophy. This method is primarily adopted for evaluating the different traits of a particular society or analyzing the characteristic features of human behaviour (Srivastava and Rego, 2011). The outcomes of such research studies are subjective in nature. Realism Realistic philosophy gives maximum importance to the worth the truth in a research work. Studies can be based on empirical or critical realism. Through specific research techniques, an empirically realistic research work is accomplished. On the other hand, theoretical and practical exertion of social science helps to complete a critically realistic research work (Srivastava and Rego, 2011). Justification of the Selected Philosophy The empirical research work of the concerned dissertation tried to appraise the merits and demerits of the tactical business alliance between Emirates and Qantas Airlines. The positive and adverse outcomes of such research work are accrued in quantitative as well as qualitative terms (McDaniel and Gates, 1998). Thus interpretive philosophy was the most appropriate technique for the concerned dissertation. The outcomes of the research were subjective as well as objective in nature. Research Approach The research approach explains the broad framework or process adopted to accomplish an empirical research work. A business or academic study can be conducted through generalized to specific data approach or vice versa. The primary aims of a research cannot be fulfilled without selecting an appropriate research approach (Srivastava and Rego, 2011). Primarily research approaches can be segregated in terms of inductive and deductive method. Deductive Approach Under this regime, the researcher first completes a detailed descriptive study on a particular topic of research and finally on the basis of the findings, the associate prepares the ultimate statements and hypotheses of the research work. It is also popularly known as a top-down method of research. Inductive Approach In an inductive approach of research, the researcher begins the explorative evaluation process on the basis of the primarily established hypotheses or objectives of research. At the end of the elaborated study, the researcher empirically justifies and proves the appropriateness of the primarily state theories or statements. Justification of the Selected Approach In order to complete the entire dissertation, the researcher had selected an inductive approach of research. By following the norms of inductive research, the researcher had first accomplished a detailed study on the advantages and disadvantages of the strategic alliance between Emirates and Qantas. At the ending of the whole research and appraisal process, the researcher had prepared the ultimate statement regarding the net impact of the strategic alliance on the two companies. Research Strategy The strategy of a research is a type of customized plan that helps to analyze, collect and interpret certain information or data relating to an empirical research work. The strategy of an explorative study is determined on the basis of its selected research philosophy and approach. The ultimate goals of the concerned research work could not be determined without selection of an appropriate strategy of research (Somekh, 2010). Any corporate or academic research is segregated in terms of three major strategies of investigation, namely qualitative, quantitative and triangulation strategy. By following a quantitative strategy, the researcher accomplishes the entire investigation process on the basis of certain specified numerical statistical as well as mathematical tools. On the other hand, in a qualitative research work, the entire study is accomplished with the help of open ended questionnaire surveys, case study analysis, simulation games or ethnography. Finally, in a triangulation method, the researcher utilizes both quantitative and qualitative research techniques. Justification of the Selected Strategy In order to complete the dissertation, the researcher had selected the triangulation strategy of research. Thus the entire exploration process included qualitative as well as quantitative approaches of research. The norms of qualitative research were fulfilled in the form of a comparative case study analysis and the quantitative strategy of study was accomplished in the appearance of a closed ended questionnaire study (Somekh, 2010). Thus the triangulation strategy of the dissertation research included case study and closed ended questionnaire survey analysis. Case Study The most critical issues of any corporate or academic research can be solved with the help of case study analysis. It is a type of realistic enquiring method through which the focussed examination on a particular research topic is performed (Somekh, 2010). Case analysis is an in-depth method of study that helps to resolve the attempted tasks of a research in the most effective manner. Closed Ended Questionnaire Survey Unlike open ended survey, a closed ended questionnaire is a part of quantitative research technique. In a closed ended investigation process, the possible answers against each survey question are provided to the concerned respondents. This implies that the scopes of answerability are significantly reduced in this approach of survey (Somekh, 2010). The answers of a closed ended survey can be quantified in numeric terms. Researchers often utilize 5 points Likert-Type scaling instruments for numerically interpreting the results accrued from a closed ended survey session. The results of any closed ended research can be easily interpreted and evaluated at the end of a research work. Research Design The objectives of the concerned dissertation research were resolved through qualitative and quantitative research design. Under the regime of the qualitative design, the researcher utilized a case study analysis on Emirates and Qantas Airlines. Case studies researches can be intrinsic, collective and instrumental in nature. The case study analysis of the concerned dissertation was based on the norms of comparative analysis. Thus it was framed in the form of a collective study. In the collective case study analysis, the researcher had thrown light on the business Emirates and Qantas Airlines. The context of the case study tried to evaluate the net economic benefit of the strategic association made between the two companies. The researcher used the income statement of the two companies for evaluating their economic status before and after the strategic business association. The collective case study of the dissertation included quantitative as well as qualitative data. The research work of the dissertation followed triangulation approach. Thus along with the collective case study, the researcher conducted a closed ended questionnaire survey analysis in the concerned dissertation research. The questionnaire included 10 closed ended questions regarding the impact of the strategic business alliance between Qantas and Emirates. In conducting the study, the researcher decided to distribute the questionnaire within internet surveying websites including SuveryMonkey site. After posting the questionnaire with specific question in relation to effect of the inherent alliance between the two airlines, the particular respondents were notified and they assisted in the study by answering the questions. Each respondent of the survey was given 20 minutes time to complete the entire questionnaire before submitting it for extensive analysis. The online survey preceded a comprehensive induction and introduction to the study to eliminate problems that may jeopardize the appraisal process. The questionnaire consisted of closed ended 10 quantitative questions that relates to the objective and aim of the study as aforementioned. The 10 questions of the closed ended survey are provided in the Appendix. Time Horizon According to the views of Saunders, Lewis and Thronhil (2012), any empirical research work can be conducted within two types of time horizons, namely cross sectional and longitudinal time span. Longitudinal Time Horizon Research studies accomplished on the basis of longitudinal data generates accurate and productive results. Longitudinal data is also known as Panel or Pooled data. These data sets include several time dimensions for each cross sectional unit. However a research work including at least 5 years data and information is claimed to longitudinal time in nature. Cross Sectional Time Horizon On the other hand, a research work following cross sectional time horizon includes macro or cross sectional data. In a macro data, several cross sectional objections are provided for a particular point of time. Cross sectional time horizon is used in comparative research studies (Proctor and Stone, 2000). Justification of the Selected Time Horizon The research work of the dissertation had followed a cross sectional time horizon. This is because, the quantitative and qualitative information used in the section of analysis, included information from 2012 to 2013. Thus the analysis included less than 5 time dimensions (Singh and Bajpai, 2008). The researcher included empirical data and information from 2012 to 2013 because this was the period of the strategic alliance enactment. Even so, the closed ended questionnaire survey was conducted only for a single period of time. Hence time horizon for the dissertation research was cross sectional in nature. Research Technique The researcher employed qualitative and quantitative study techniques for accomplishing the study of the dissertation. The entire qualitative research included a collective case study. The case study tried to compare the advantages and disadvantages experienced by Qantas and Emirates due to the strategic business association. The case analysis indirectly tried to access the empirical validity of the scholarly statements and views provided in the literature review. The collective case analysis was written in a naturalistic process. The researcher had utilized special interpretive skills for evaluate the case. While the quantitative research of the dissertation was completed with the help of the closed ended questionnaire survey. Through the questionnaire, the researcher tried to analyze the effect of the tactical alliance on the two companies. The study questionnaire was a closed ended one with 10 quantitative questions registered throughout the survey in refection of the research objective and aims. The ten questions had varied variables relating to management and business strategic planning within airways corporations. Unlike the collective case study, the results of the closed ended survey included the perceptions of the employees or managers of the two organizations. The results of the research were scrutinized with the assistance of graphical descriptive statistical analysis tools. These tools included several pie charts and segmented bar graphs. Data Collection The data collection procedure of an academic research explains the ways through which numeric data is accumulated for completing the research work in a systematic approach. In the concerned dissertation, the researcher had utilized primary as well as secondary data collection processes. Secondary Collection Process In a secondary method of data collection, the researcher collects data from formerly accomplished research studies. Secondary information and data can be collected with less cost and within a very limited span of time. The researcher had utilized secondary data and informative sources for preparing the collective case study. These sources included authentic journals, books and official internet websites. The secondary resources used in the research work, included quantitative as well as qualitative information. The quantitative analysis was completed with the help of the income statements of the two companies that were collected from their annual reports (2012 to 2013). Primary Collection Process In a primary or original data collection method, the researcher collects relevant information from original sources. Thus this accumulation procedure involves greater time and cost. However primary analysis is always given greater value and is considered to be a more authentic piece of work. The researcher had utilized primary data for completing the analysis of the closed ended questionnaire survey. The primary data was gathered through a suitable method of sampling. Sampling The researcher tried to evaluate the net impact of the strategic business alliance between Qantas and Emirates Airlines. Through the closed ended survey, the researcher tried to analyze the impact of the alliance, on the basis of the perceptions of the workers of the two organizations. Thus the prospective population of the concerned research included all the employees of Emirates and Qantas. However it was not feasible to accomplish the research on the basis of the entire population. Hence a suitable sample was selected from the population for the purpose of the survey. The sample was a subset of the entire prospective population. Sampling is the method through which certain specific number of observations is selected from a particular population. The sampling method is considered to be accurate, if the characteristics of sample match with the features of the population (Henry, 2008). Sampling process can be categorized through two major methods. Probability Sampling In this method of sampling, the observations included in the sample are previously known to lie within the population. Internal biased sampling approaches are completely eliminated in this process. The probability of selecting each sample unit from the population becomes equal in this process. Stratified sampling, systematic sampling, simple random sample and cluster sampling are all types of probability sampling methods (Witcher and Chau, 2010). Non Probability Sampling Non probability sampling method is just the opposite of probability sampling process. Thus the observations ultimately included in the sample are not known to previously exist in the population, in this sampling approach. This approach of sample selection is primarily used in the pilot research studies. Purposive sampling, self-selection sampling and snow ball sampling are all types of non probability sampling procedures. This is also known as the biased sampling process (Fisher, 2010). Justification of the Selected Sampling Approach In order to select the respondents of the closed ended questionnaire survey, the researcher had utilized a biased or non probability sampling method, in the dissertation research. The researcher utilized purposive sampling process to select the probable respondents within the sample. The size of the purposive sample was 50 and it included the 25 senior level managers of Qantas and 25 managers of Emirates. The sampling technique reflected equal distribution of research interest between Qantas and Emirates and consequently justifies a conceivable study based on objectives and aims as previously outlined. The equal distribution of probable respondents also reaffirms the non probability sampling technique employed by the researcher. Validity and Reliability The superiority of an academic or corporate research work can be checked with the help of validity and reliability tests (McEachern, 2012). Reliability evaluates the degree up to which the results and interpretations provided in an empirical research study are valid. Validity of a research can be evaluated in terms of external or internal validity. The external validity tries to estimate the generalized authenticity of a research (Kwon, Lee and Shin, 2014). While the internal validity elaborates the extent up to which the influential factors included in an empirical study affects the outcome of the research. The reliability of the final results and analysis accrued from the concerned dissertation was checked through the external validation approach. Ethical Considerations The entire research of the dissertation had strictly abided the ethical and moral norms of explorative study. The conclusions of the literature review did not directly alter and manipulate the results of the empirical analysis. It was rational to include secondary and primary information in the entire research because the secondary data analysis created the scope for primary research. The personal consents of the respondents were considered before they were finally selected in the sample (McBurney and White, 2009). The private information about the respondents and their answers were not disclosed, during or after the research process. The data resources utilized by the researcher were authentic and highly linked up with the topic of research. Limitations to the Methodology There exist various limitations within the study conducted by research in relation to the adopted methods. First, the method of collecting data using internet survey websites though inexpensive did not provide opportunity to automatically gather primary information. It would have been imperative if the researcher conducted facial interview using the developed questionnaires to assists respondents in comprehensive answering of questions. Moreover, it would have assured collection of more authentic data besides providing the researcher opportunity to use primary sources within the study. Furthermore, using survey sites indicated the need of interpretive research philosophical method to help with the investigation process during dissertation study. Interpretive research philosophy method proved to consume more time than expected and involved extensive work. Collecting initial data using closed ended questionnaires with the respondents at face to face discussion would have helped in avoiding philosophy related interpretative research. The mentioned technique would have been domineering. Besides time consuming limitation caused by interpretative research philosophy, the sampling technique used in identifying respondents for the questionnaire was biased. Biasness of the sampling process did not provide the natural course of survey and consequently jeopardized authenticity and opportunity to obtain other relevant information. Nonetheless, there existed limitation in relation to the number of samples and consequently respondents employed by the researcher in establishing the impact of an alliance between the two airlines. Limiting the number of respondents to only 50 within the largest multinational airlines company consequently restricted the amount of potential information that would have been possible retrieved by the researcher and consequently make more authentic conclusions. Moreover, limiting samples population also downsized the provisional features of as customarily required during surveys (Somekh and Lewin, 2004). Collection of data employed cross sectional research techniques between the two airlines in obtaining relevant qualitative and quantitative information. Such methodology did not provide the robustness and authenticity that would have existed if the researcher had employed longitudinal data analysis methods. Bibliography Fisher, C., 2010. Researching and writing a dissertation. 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