A Critical Look at Thematic and Discourse Analysis with in qualitative research.

Introduction

Qualitative techniques in conducting a research is a methodology through which

inductive reasoning is applied to explore or to postulate meanings, Malterud (2001) best

describes qualitative research as “the systematic collection, organization, and interpretation of

textual material derived from talk or conversation. It is used in the exploration of meanings of

social phenomena as experienced by individuals themselves, in their natural context”. In

essence it is a methodological approach which is geared to provide insight into situations

which prove difficult to quantify such as feeling and experiences (Strauss & Corbin, 2008).

Consequently qualitative research similarly to all other academic disciplines, grows

changes, and evolves taking on different branches which were influenced by the scholars and

contributors of the theory. Ultimately creating different methodologies, which each seeks to

provide better insight into addressing the gaps in investigation techniques to which better

results can be drawn.

Rodrigues and Ryave (2002) argues that methodology can be described as a system of

broad principles or rules from which specific methods or procedures may be derived to

interpret or solve different problems within the scope of particular disciple according to. A

methodology is therefore not a formula but instead it is a set of practices used to identify,

select, process, and analyze information about a topic of research. Systematically, the

methodological framework anchors the researcher within a parameter to interact with the

sample size. Methodologies vary and can be exclusive among qualitative and quantitative

studies. Therefore, as budding researchers, a comprehensive grasp of each methodological

approach must be harvested and studies to enable appropriate application in studying social

phenomena.

Therefore this research

He goes even further by elaborating that the company owes a great deal of its success

to the changes made in recent years as it relates to its reduction in waste. Similarly David

Frederick Ross (2011, 3) argues that a supply chain management system core aim is to reduce

the cost of manufacturing through reduction of waste. This lead to the emergence and

application of the ERP systems and the six sigma, “The goal is to relentlessly eradicate all

forms of waste where supply chain entities touch while enabling the creation of a linked,

customer-centric, virtual supply channel capable of superlative quality and service” (David

Frederick Ross, 2011). This statement trumpets the advent of what is known as green supply

chain practices, which were aimed at minimizing waste and in most situations provided a

means of re-uses said waste in such a way that it plays a meaningful role in the

manufacturing process.

A Green Supply chain practice can be defined as the implementation of new and

innovative principles and techniques to better protect the environment (Khan, 2018). Further

to that all manufacturing entities have primarily had deep rooted origins in the exploitation of

the environment, and the misuse of natural resources. However, in recent year’s groups such

as green peace have leveed increasing pressures on organizations and manufacturing

companies to ensure corporate responsibility as it relates to the environment (e.g green peace

protest against off sure deep sea mining July 2019). Due to this increase emphasis on
cooperate responsibility we have seen where the practices of the supply chains have taken to

making the protection of the environment profitable.

Thus companies which utilize an effective supply chain management system are able

to not just reduce the waste which is produced as a result of the manufacturing process, but

also convert said waste to a form which reflects positively on the company’s bottom line and

improves their overall image. It becomes evident that with an effective supply chain

management system, a company’s expenses become reduced through the reduction of waste

emissions as companies generally have to pay to dispose of waste. Furthermore some supply

chain systems have even taken it a step further by re-introducing waste materials back into

the manufacturing process to cut raw material cost. J. Wray and Demonstrated this through its

creation of a waste water treatment plant which was able to convert a substance known as

“Dunder” into a useable fertilizer as well as separating the substance from fresh water which

could be reintroduced into the eco-system, adding safe water into nearby ponds which were

once said to have been polluted improving the ecosystem of its environs. This allowed the

company to save millions of dollars in the disposal of what were an environmentally

hazardous by-product as well as reducing the quantity of fertilizers which were previously

purchased. It should be noted that through application of this principle J. Wray and Nephew

was able to limit its vulnerability to market shocks in the fertilizer industry and ensure its

business continuity. This enabled the continuous delivery of finished products to the required

markets while without fail, developing the company’s brand image.

According to Intrieri (2014) in his article he makes reference to a principle called the

“candy dish”, where by the first point of contact would entice customers to purchase. He

argues that in this age, very few establishments still utilize the “candy dish”, and where in

days gone by “free candy” in dishes were placed in areas to draw the attention of customers

and offered as a form of on customer service. Customer service refers to the package which is
offered to the customer, this may take the form of delivery, price competitiveness and overall

services offered to the customer. Once a company implements an effective supply chain, this

starts and ends with the customer. In an effective supply chain customer focus is key, and the

question must be asked, what can we offer to the customer?

Ross (2010) suggests that a supply chain management system should aim to attain a

level of value added to the customer. This approach focuses on the quality management first,

Delivery secondly and finally cost management, where in the supply chain maintains quality

products offered to its customers through quality control methods such as inspection and

testing of the finished products to ensure that standards are maintained. Then it must focus on

enabling delivery within customer’s expectation, in that it must enable tracking and

transparency of orders placed by the customer. Finally it must place emphasis on ensuring

that the products which are offered are competitive on pricing, this can be achieved through

automation and improvement of the overall processes of the manufacturing and delivery.

Once all areas are met this would then guarantee the success of the organization despite the

influence of external factors such as economic environment (i.e a recession or economic

down turn).

In contrast Sowell (1995) was famously quoted as saying “Correlation does not imply

causation”. In this context, one must note that despite all the benefits that an effective supply

chain management system may provide in its implementation, this does not guarantee a

company’s survival as countless variables may have also played a role in the growth and

survival of companies such as J. Wray and nephew during the economic recession of 2008.

As such one must highlight that leading out of 2008, J. Wray and nephew experienced an

increase in automation of its process as well as a high staff turnover rate through the form of

layoff which may have played a key role as wages paid out those years would have been

reduced. Further to that the supply chain may not have been the driving force of the increase
revenue, Frone (2015) suggests that during a recession the alcohol industry would be the

most fruitful of industries as people tend to drink more during a recession.

Moreover it must also be noted that the then landscape of the of the alcohol industry

was exceptionally competitive with companies such as Rum Bar, Red stripe and Celebrations

Brand, which were all actively competing for market shares. If the consumers were more

prone to alcohol consumption during a recession why not choose any of the other brands?

According to Sanjay Bowla “The answer is simply”, “the supply chain model which was

being utilized by J. Wray and Nephew was able to get the right products to the right place at

the right time, making use of the effective supply chain management system to accurately

predict the market and while the competitors were offering a lower quality product we

maintained our quality and price to ensure we are able to remain competitive maintaining our

brand image”. This demonstrated how the supply chain management system should be

utilized to maintain market shares in a recession and remain relevant while perpetuating

growth. Furthermore as it pertains to the reduction on wages one must highlight the fact that

the highest expenditure of any manufacturing company relates to raw material, which

typically amounts to 80 per cent of a company’s expense with wages and overheads only

amounting for 20 per cent. That being said wage reduction in and of its self cannot account

for growth of 14 per cent in revenue leading out of 2008.

In an interview with Andre Sterling whom acted as the director of logistics and

customer service during this research, it was highlighted that in light of all the changes

implemented in the supply chain several changes may have been to the detriment of the

company. He pointed out that during the 2008 recession the company proceeded to

harmonize its products, where in all products and services were rationalized. In fact in this

period the company looked to “what is its core business”, afterward it began to implement

strategies which focused on centralizing its efforts in the direction in which it aimed to attain.
This lead to the sale of its sister company Federated Pharmaceuticals, then the removal of

“Kimberly Clarke” and “Unilever” which were supplemental brands. Sterlin advised that this

harmonization and centralization of products may have improved the processes but would

have limited the company’s overall offering to the customer.

Contrastingly Maria Davis the Purchasing and Procurement director when asked

about the harmonization and centralization suggested that this was necessary. She pointed out

that in order to maintain those services the budget of the company would be stretched and this

would limit the company’s ability to grow, especially in times of economic hardship. She

went further by stating that while those brands were removed from the company’s portfolio,

they were not removed from the market place. In fact there were sold to local entities to

ensure that customers whom were interested would still have access, “just a change of hand”

as she put it. The removal of the brands had to be done in order to improve upon the services

of the core business.

In conclusion, it should be noted that in the manufacturing sector, management should

realize that it is very important that their company pay keen attention to their Supply chain

management system noting that if it is not an effective one, cost would be unchecked, and the

business would be doomed to fail. An effective supply chain management system would aid

in the planning and allocation of resources which would intern reduces wastage and translates

to the growth of the bottom line. This would not just ensure longevity of the business but also

ensure that growth is possible and that the organization is able to endure economic shocks

and hardships. We could compare an economic recession to that of a natural disaster such as

a hurricane and the supply chain management system as one’s home. In this scenario it is

only natural that we ensure safeguards, and seek to protect our self and our most valuable

assets, seeking to improve the weak points which might give way to impending waters and

winds.
 Another point to note is that supply chain management practices becomes even more

critical during a recession as a company should strive to become as efficient as possible as 1

or 2 per cent in revenue could mean the difference between survival and failure, more over it

should also be noted that the a dollar earned carries less value than the dollar saved. Profit is

subjected to taxation and expenditure while the benefits of the reduction of capital required to

operate would become two folds, in that it translates directly to the company’s bottom-line

purely with no externally reduction similarly to the how aircrafts utilize jet streams to make

long voyages reducing the amount of fuel required, without which they would not be able to

do so. That being said an effective Supply Chain Management System is the only way to

ensure this as only through its application can an organization truly achieve its full potential.
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