BRM Assignment

A1 Since it is a content analysis research and the vision statement is being

researched based on the themes the results can be presented by comparing the
vision statements of those 30 companies with the help of the deductive approach
themes that Ichiro wished to study. Content analysis is a research tool used to
determine the presence of certain words, themes, or concepts within some given
qualitative data (i.e. text). Using content analysis, researchers can quantify and
analyze the presence, meanings and relationships of such certain words, themes,
or concepts.
A2 The research tool used by Ichiro and the data is qualitative in nature where
he is using a deductive approach to data collection with defined themes on the
basis of which the vision statements are based on therefore content analysis is
an accurate choice seeing the research. An alternate method to this could be
case study. Case Study refers to a research approach that is used to generate an
in-depth, multi-faceted understanding of a complex issue in its real-life context.
The central tenet of a case study research is the need to explore an event or
phenomenon in depth and in its natural context. The objective of Ichiro’s
research is to fill the gap in the literature by exploring the approach of Japan’s
leading brands to the corporate vision statement. This includes examining the
content of each vision statement cited on each brand’s corporate websites and
determining the extent to which the vision conforms to what can be described as
an effective vision statement. The sample consisted of 30 Japanese brands
which is not enough for a research paper and since the data is qualitative, case
study research method could also be used.
A3 Ichiro can publish his research in English as well as Japanese. And
accordingly design the research and methodology.