Introduction and Method.doc

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1、0Course Name:Bachelors Thesis 2012 springCourse Code:FE620U,EN610UIntroduction and MethodWeng Silu881202-P155Jiang Xudong891201-P7591.Introduction1In this part of the dissertation,the background,problem,aim of the study,research question and method of the dissertation is presented.1.1 Background1.1.

2、1 general-contextApple Inc.(formerly Apple Computer)is an American company that designs andsells consumer electronics,computer software,and personal computers.AppleCompany is the worlds largest phone manufacturers,and the worlds largest PCmanufacturers.The companys best-known hardware products are t

3、he Macintoshline of computers,the iPod,the iPhone and the iPad.Apple is an innovationcompany.(Wikipedia,2012)In 2010,when the iPad was launched,the price was only$499,which wascontrary to the expectations of many industry peers and consumers,alsocompressed and closed the living space of the other si

4、milar products.Wonderfulproduct design and low prices have stimulated the market,huge sales for Apple tobring huge profits.Why does the iPad and iPhone have a price advantage?Whycan they solve problems fast,produce and put into the market?The key is inApples industrial chain.Apple does not produce t

5、heir products directly.All products and their componentsare manufactured by third-part enterprises,and transportation and logisticsmanagement are outsourced.Apple for the first time also published a list of 156suppliersrepresenting97%ofthecompanysprocurementexpenditures,Including，the materials,the p

6、roduction(Apple Inc.2012).Out ofthe 156 suppliers,these were the Chinese companies:Anjie InsulatingMaterial Co.,Ltd,Byd Company Ltd.,AAC Technologies Holdings Inc,Kunshan Changyun Electronic Industry,Tianjin Lishen Battery Joint-Stock Co.,Ltd.Lens One Technology(Shenzhen)Co.,Ltd.Many companys factor

7、ies are inChina.1.1.2 Problem2The cooperation relationship between supply chain enterprises is based onmutual trust.The target of this cooperation was getting more profit.Through the information sharing,it can achieve the integrated supply chain relations.For thecooperation to seize the opportunity,

8、and increase the market share.A final reasonwas toachieve the success obviously,we want to emphasize that the mutual trust was very significant during the cooperation.All the cooperation need trust.The purpose of thesupply chain management was to strengthen the core competitive ability.Firstly,the t

9、rust can reduce the cost in the supply chain.Secondly,trust can improve the ability of an enterprise fastreactionin the whole supply chain.Thirdly,trust can achieve scale economic benefit.At last trust will ensurethe enterprise does not need to choose new partner.If the Apple company and the Chinese

10、 producers were trust each other,it means that theyre satisfied the cooperation.So theyre not necessary to choose new partners also reduce the loss.Therefore,trust can reduce the risk when the enterprises select new partners.1.1.3 Aim of the studyThe purpose of this dissertation is to explore the re

11、lationship between the Applecompany and their Chinese producers.Our next step is to find out the relationshipbetween the Apple company and the chinese producers through interviews.Andalso explain the mutual trust between the Apple company and the chineseproducers.meanwhile，we will add information ab

12、out which the culturedifferences caused.The contributions of this dissertation will provide informationabout how to optimize structure of industry chain and make the industry chainsustainable.1.1.4 Research question3How does the Apple Company create a sustainable relationship to Chineseproducers?1.2

13、 limitationThe dissertation is limited to create a sustainable relationship between the Applecompany and the Chinese producers.We will use our way to evaluate therelationship between the Apple company and the Chinese producers.Meantimewe will research mutual trust and culture differences.Our study i

14、s also limited tocase studies,and explain and discuss how does the Apple company improve therelationship with the Chinese producer and sustainable.1.3 outline3.MethodThe second chapter of the dissertation presents the methods used in the study.Inthis chapter research philosophy，research approach，cho

15、ice of theory，choice ofmethodology is presented.3.1 Research designLayerDissertation approachResearch philosophyInterpretivismResearch approachExploratory，inductiveResearch strategyCase studyPrimarydatacollectionmethodstructured interviewFigure 3.1.(Saunderset al,p.83)As we can see from the figure a

16、bove this model contains five layers.(Saundersetal.2003)it indicates that the first layer is research philosophy followed byresearch approaches,research strategies,time horizon and the last layer is data4collection methods.Our study is based on interpretivism,the interpretivism is related to the nat

17、uralscience like naturalistic；Working with observable social reality；Law-likegeneralization as an outcome；it is usually results in hypotheses testing；Structuredandrigorousmethodology.Thesecondviewofresearchphilosophyisinterpretivism.It is Differences between humans as social actors，and Trying tounde

18、rstand the social reality through the interpretation of ones own action andactions by others.And aslo we will use inductive approach，the inductive approach was flexiblestructure，the theory creation was rather then testing.When using deductiveapproach it is very important that the approach is operati

19、onalized，and it alsonecessary to have large number of samples in order to do a generalization.Wewill be have interviews in next step work.Finally，we will write the case studies in results.3.2 Research philosophyThe dissertation used an interpretivism philosophy,because it allows theresearcher greate

20、r flexibility to explore the relationship between the Applecompany and the Chinese producers.We believed that the philosophy will providea deeper understanding of the industry chain,production,and relationship.From our point of view,all research philosophy is good,but the one we choosehas fits with

21、our research questions.Since the research question of our dissertationwill try to answer how the Apple companies cooperate with the Chinese producersand the relationship between them.So an interpretivism philosophy will be used.All in all,our study was mainly concentrated on Apples and the Chinesema

22、nufacturerss mutual relationship in the industry chain.We explain therelationship between them.We will collect a lot of material after the scientificresearch.Finally we will use helpful information to interpret it out.53.3 ResearchApproachWhen we choose research approach,we should be taking some ele

23、ments intoconsideration.We were cautious that a deductive approach would not be flexibleenough to enable us to gain a deeper understanding of industry chain,productionand relationship between the Apple Company and the Chinese producers.Therefore,this dissertation will use the inductive approach.In u

24、sing an inductive approach,we start out with interviews and analyzing data.The data from the interviews is analyzed and the new theory is created.The theorycreation is more important than testing.When using deductive approach it is veryimportant that the approach is operationalized,and it is also ne

25、cessary to have alarge number of samples in order to do a generalization.In addition,the inductive approach is usually described as moving from thespecific to the general.That is the reason why we choose the inductive approach.Apple is a company.We will start with the view of micro,and collect data

26、fromthe existing market to explore the relationship between the Apple company andthe Chinese producers.Apples production chain was only an example,but Appleis one of the most successful companies in using global industry chain so far.Nowadays,there are a lot of overseas companies which have an indir

27、ect or directrelationship with Chinese suppliers.Our dissertation will research by interview.It will provide us with thenecessary data and material.As the basis of analysis and writing.It is hard todirect interview to apple insider and Chinese suppliers.but such as the culturaldifference,We can inve

28、stigate and observe the western manager around us.So we can use questionnaire way to get data and material what we want.We willalso collecte companies report,journal articles,etc.It will help us to analysis.wedo not have practical experience by dealing with the relationship amongcompanies.,so we nee

29、d other people s report,the articles,and experience to help us.63.4 choice of methodologyOur dissertation will have a specific analysis of the relationship betweenAppleand the China manufacturers.the interaction between Apple and Chinesemanufacturers in the industry chain.Therefore,this will be done

30、 with an inductiveapproach.Apples production chain was only an individual representative,butApple was one of the most successful companies in using global industry chain sofar.Nowadays,there are a lot of overseas companies which have indirect or directrelationship with Chinese suppliers.SoApples case is worth studying anddiscussing.We will study and create some general theoretical analysis andevaluate these theories to help theApple company to deal with the relationshipwith the Chinese manufacturers better.