Firstly, the research will identify the history in the form of background information and stages of development of the LV Company. Secondly, LV’s marketing strategy and management style will be examined, especially in the form of market identification and development, brand development and brand image promotion, human resource management etc., which are the factors that contribute to LV’s world leading position in the fashion industry today. Meanwhile, relevant theories will be applied in order to give detailed analysis of the company’s strategy. Thirdly, LV’s current performance will be examined and future suggestion for the company’s development will be given at the end.
“Research paradigm is a set of belief and assumptions about the world and about how the research should be conducted. It offers a framework compromising a set of theories, methods and ways of defining data.” (SHU Blackboard, 2008) There are two main types of research paradigms, which are the ‘positivist’ and the ‘interpretivist’ / ‘phenomenological’ paradigms. The differences between the two types of paradigms are shown in the table below:
Objective world which science can 'mirror' with privileged knowledge
Intersubjective world which science can represent with concepts of actors; social construction of reality
KEY FOCUS or IDEAS
Search for contextual and organizational variables which cause organizational actions
Search for patterns of meaning
KEY THEORIES IN PARADIGM
Contingency theory; systems theory; population ecology; transaction cost economics of organizing; dustbowl empiricism
Symbolic interaction; ethnomethodology; phenomenology; hermeneutics
Lorsch and Lawrence; Hannan and Freeman; Oliver Williamson
Goffman; Garfinkel, Schutz; Van Maanen, David Silverman
GOAL OF PARADIGM
Uncover truth and facts as quantitatively specified relations among variables
Describe meanings, understand members'...
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