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This research used case study design to describe the data as evidence of the conceptual framework that was developed. According to Yin (2003:19) research design is the logic that links the data, to be collected, and from which a conclusion may be drawn. This study tries to understand management actions, employees’ role in quality service delivery aimed at promoting nation branding strategy (Onojaefe, 2009). However, the application of case study methodology in marketing is not new. Next section elaborates on the historical background of case applications.

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4.5.1 OVERVIEW OF CASE STUDY METHODOLOGY

Early academic research in anthropology conducted around 1900 used case study methodology. From early accounts of journeys, systematic investigations in the form of field studies emerged, with participant observation as the predominant method of data collection (Johansson, 2015). In the course of time, disciplines such as medicine, social work and psychology adopted case study methodology and labelled it case work or case history.

With the dominance of logical positivism after the World War two (WWII), social sciences favoured positivism and quantitative methodologies. Such dominance introduced case study methodologies owing to the intensive applications of surveys and statistical methods to collect consumers’ opinions about product experience. However, the contention of methodologies paved new vista. Differing methodologies led to a distinction within the social sciences between positive and anti-positivism cultures. Thus division in terms of methodologies became the main characteristics of social sciences; which reflected the birth of existing tensions between the natural sciences and humanities (Bill, 2001).

Around 1950 logical positivism dissolved, but within the social sciences the methodology of the natural sciences was still emulated. During its emergence, housing research, which was based on the model of the social sciences, was very much dependent on positivistic methods. This was a consequence of a fear of not being scientifically acceptable (Linda & David, 2002). Winch (1958) and Wright (1971) criticised the methodological influence of the natural sciences on the social sciences. The outcomes of their criticism generated the second generation of case study methodology in late 1960s. It is argued that the first type of methodology within the second generation of case studies was Grounded Theory, which merged qualitative and quantitative data analysis (Glaser & Strauss 1967). The applications of Grounded Theory application resulted in inductive methodology that was based the use of detailed procedures to analyse data. Yin (2003) transferred experimental logic into the field of naturalistic inquiry and combined it with qualitative methods. From Yin to current, case study methodology has been widely used in various fields including marketing. Next sections discuss characteristics features of case study methodology.

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4.5.2 CASE STUDY METHODOLOGY: CHARACTERISTICS

The aim of case study methodology is to make the case explicit. Case study methodology addresses issues of case selection, findings validity while advocating triangulation. Arguably, triangulation ensures the validity of case study research, hence data collected using more than one research techniques are more likely to be valid (Yin, 1984). The way case for study is selected does matter. It happens that the case for study is given to the researcher: intrinsic case for study. In such a case the researcher has no interest in generalising the research findings, rather focuses on understanding the case. However, should the findings be generalised, it is the duty of the audience in naturalistic generalisation (Wright, 1971).

Purposefully selected case for study is the alternative to the above-mentioned intrinsic case for study. Purposefully selected case study also known as analytically selected case for study is selected in virtue of being information-rich, critical, revelatory, unique or extreme such as this current one, there should be an interest in generalising the findings (Yin, 1984). Focusing on findings generalisation the main issue from which case study methodology has been most questioned in the marketing field. Arguably, generalisations from case studies are not statistical, rather analytical. That meant they are based on the reasoning principles: deduction, induction, and abduction (Babbie & Mouton, 2001).

In the deductive principle generalisation, the procedure is similar to an experiment. That meant a hypothesis was formulated, and testable consequences were derived by deduction. In this study, the findings were compared from the underpinning theory, case study perspectives and the empirical facts. In so doing, it was possible to verify or falsify the applicability of e-governance adoption at the DTI. The nature of results informed the researcher that it is possible to define the domain within the technology acceptance theory (Yin, 1984). In order to avoid concluding from single transitory of data, the study used a second principle of data generalisation: induction. Given the case study, this was done through inductive theory-generation, or conceptualisation, which was based on data from within a case study: DTI Congo. The third type of generalisation that was not considered in this study is the principle of abduction. Abduction is the process of facing an unexpected fact, applying known rules or those created for the circumstance (Yin, 2003). The rationale of not using abduction reasoning was to stick the path of research objectives and questions.

121 4.5.3 CASE STUDY BOUNDARIES

The research intends to evaluate the applicability of online business adoption at DTI Congo. This research has limited itself to propose a model of e-governance (online business registration) in Congo-Brazzaville. The country is in the central African region, ranked 185th _{for the ease of doing business (Yétéla, 2012). The research} question evaluation was made through CFBAP, which is the only Congolese governmental agency in charge of business registration (Nkou, 2014). The CFBAP will clarify this research if the DTI Congo has to adopt online business registration system to proactively respond to empower employees in service delivery process. The data was collected at CFBAP offices of Brazzaville and Pointe-Noire. The rationale is that they are nationwide leading units of the CFBAP reporting directly to the DTI Congo.