Research design
In this study, the authors would like to have an in-depth firm level view to answer the
research question: What are the barriers on firm level in cross cultural
communications in multinational firms. Bryman and Bell (2007, p. 418) argue that
“qualitative studies provide a detailed account of what goes on in the setting being
investigated”. Since the authors would like to have an in-depth firm level study, the
qualitative approach with a single case study, which can provide more details and
depth is preferred. This qualitative data consist of both primary data and secondary
data, which can be derived from five semi-structured interviews and some documents
from the Internet and libraries.