This paper follows a case study approach which is an inquiry of a real-life phenomenon
having blurred boundaries (Yin 1994) and involving cycles of description,
explanation and testing (Meredith 1998). This method is also used to serve the
purpose of exploring, describing and explaining empirical setting (Yin 1994).
Barratt et al. (2011) has defined qualitative case study as an empirical real-world
setting to investigate a focussed phenomenon.