One researcher spent significant time in the actual focal company, participating for 6 months both at official meetings as an observer and in unofficial, unstructured interviews with the company’s chief operating officer (COO), business intelligence managers, supply chain manager and several sales managers. It should be mentioned here that a confidentiality agreement was signed with the company leaving all information anonymized. As one of the researchers participated in the meetings, the researcher runs the risk of blurring his role as a researcher with his role in the company. In order to minimize bias as much as possible, triangulation in the form of a combination of interviews, direct observation, documentation and participant observation was carried out (Yin, 2009).