BE969-7-AU RESEARCH METHODS IN MANAGEMENT AND MARKETING
Description of the source of secondary data and sample
The current study will be focused on the secondary qualitative data. As opined by Ruggiano and Perry (2019), secondary data mainly focused on collecting information from secondary sources such as journals, articles, books, newspapers and others. Based on this, secondary qualitative data reveals collecting information from interviews of different stakeholders within a company such as CEOs, managers and others. According to Chatfield (2020), secondary qualitative data helps in gaining insight of an organisation regarding a concerned matter. As a result of this, real time data can be ensured with the help of this secondary data for generating suitable outcome.
Sample chosen and its limitations
The current sample chosen for this study includes “Here’s what Elon Musk thinks about sustainability and energy conservation”, that depicts a secondary qualitative dataset (George, 2022). It is because the article is highly focused on the thinking of Elon Musk, the CEO of Tesla regarding sustainability, which also justifies the current research question:
How do CEOs talk about sustainability?
However, as the article is focused on qualitative data with quotes of the CEO, therefore, it lacks quantitative data and viewpoint of other CEOs, which in turn can be measured as a limitation of the chosen sample [Refer to Appendix 1].
Principles of thematic analysis and the steps taken to conduct the analysis
Thematic analysis is considered to be a process of identifying different things of pattern based on qualitative data. In the opinion of Byrne (2022), one of the main principles of thematic analysis is that the method is highly flexible and provides the advantage of executing a diversity of works. Apart from that, this method is also not tied to a theoretical perspective or particular epistemology, which is another principle of this method. On the other hand, Braun and Clarke (2022) also pointed out that thematic analysis also provides the opportunity of using clear frameworks that is also considered to be another principle of this method. Most importantly, the principle of thematic analysis reveals identifying different patterns or things that are interesting to the concerned matter.
However, different steps have been taken for conducting this analysis. Becoming highly familiar with the information of the data is the first step of this analysis and I have also done the same. In the second stage, I have organised the data in a systematic and meaningful way and I have also generated initial codes. At the third stage, I have searched for different themes based on the codes identified in the previous stage. In the 4th Stage, I have reviewed themes that have been generated by me while the 5th stage deals with defining different themes for aligning with the research questions. Lastly, the 6th stage indicated writing-up the report based on the themes and the research question.
Analysis of the research questions
In this study, thematic methods have been adopted as the analytical method for answering the research question. This method is highly effective in interpreting qualitative data through the help of codes and themes. Most importantly, Mortazavi and Davarpanah (2021) opined that thematic analysis is one of the easiest and time saving procedures of analysing secondary and is especially ideal for secondary qualitative data. Henceforth, this method is considered effective in gaining a suitable outcome regarding the viewpoint of CEOs in terms of sustainability [Refer to Appendix 2].
Thematic analysis
Theme 1: Technological advancements for capturing carbon dioxide can help in bringing sustainability
Elon Musk the CEO of Tesla seems to be highly aligned towards the implementation of sustainability through its products and services. In several interviews, Elon Musk has spoken about the need for sustainability and the need to be conscious of natural resources in the current and future. In recent times, it can be observed that the CEO has announced $100 million of contribution for technological development (George, 2022). The main motto was to capture high amounts of carbon dioxide from the environment for decreasing carbon footprints that has been a major issue for the development of sustainability. As opined by Raihan et al. (2023), different manufacturers of different sectors seem to be generating high amounts of carbon dioxide that in turn is hampering the ecological balance and limiting the scope of sustainability. In consideration to this, the CEO has donated the stated amount for the development of technology that can capture the content of carbon dioxide released into the atmosphere.
On the other hand, it can also be noticed that the CEO has also donated $257 million to the Musk foundation that deals with providing support for many causes (George, 2022). This includes advocacy and research in terms of renewable energy, paediatric research, research regarding the exploration of human space, engineering education, development of artificial intelligence that will be safe and a benefit to humanity and many others. Besides, on multiple occasions, the CEO also has stated a clear view that sustainability is the priorities in terms of manufacturing its products and services. Based on this, the CEO has ensured high sustainability in the production process whether it is solar panels, electric cars and many others. According to Honegger et al. (2021), ensuring proper sustainability in the process of production is considered to be a big step towards the building of a sustainable future.
It is also effective in lowering the footprints of carbon from the atmosphere while encouraging others to do the same. Apart from that, the CEO has also pointed out that extracting carbon from the underground and releasing it into the air is a harmful process, which needs to be stopped immediately. As mentioned by Chien et al. (2021), CO2 seems to be harmful as it causes global warming which further results in the melting of ice caps. This also results in adverse climatic change that is neither good for the environment nor for the process of production. The announcement of Elon Musk in respect to decreasing carbon footprint aligns with the Paris Climate Agreement where the world is in the attempt to limit Global temperature to 2o C (Mathew, 2021). However, the Carbon Capture Technology (CCT) facilitated by Musk indicates trapping of CO2 based on its emission source further transporting it to a storage location while isolating it (Mathew, 2021). Henceforth, Musk also believes that donating money for a change can help in changing the scenario and bringing sustainability in the current and future scenario.
Theme 2: Accelerating the commencement of sustainable energy can bring sustainability in the current and future scenario
The CEO of Tesla also believes that accelerating the commencement of sustainable energy can be effective in bringing sustainability in the current and future scenario. As per the CEO, sustainability is not a matter of joke and it needs to be taken seriously for deriving several benefits related to it. Tesla in the current scenario is not capable of building 100 gigafactories, and as a result of this, big industrial companies within the domain of Europe, the US and China need to work together to accelerate the transition of sustainable energy. In the opinion of Opoku (2019), governmental rules and regulations also play a crucial part in managing the ecosystem. Concerning this, if the rules of the government are in favour of setting sustainable energy then it will be easy for different companies to build gigafactories and accomplish the target of reaching suitability.
In current reports, it can also be observed that Musk believes certain factors to be important parts of developing a sustainable future. This includes wind and solar power, different electric vehicles including aeroplanes, boats and cars along with batteries for the storage of energy (Times of India, 2021). It is because these factors seem to lower the use of carbon dioxide and promote a sustainable environment. The CEO also added that electric vehicles and the sustainable energy grid used by Tesla seems to be providing the facility of moving towards the economy of fully sustainable energy which is effective in completing the target of lowering the carbon emission and creating a sustainable world. In consideration to this, Tesla confirmed shifting its headquarters to Texas from California (Times of India, 2021).
Apart from that, the company is also working through its headquartered in Palo Alto, California; however, the company does not seem to be having any plant in the area. In order to be clear it can be observed from the opinion of Elon Musk that Tesla will continue to expand its operations and activities within the domain of California while the intention of the company will be to increase output from Giga Nevada and Fremont by 50% (Times of India, 2021). Based on this, it can be stated that Tesla’s CEO is highly focused in the area of sustainability through the acceleration of renewable usage energy that further is effective in lowering the carbon footprints and increasing the scope of developing sustainability. Henceforth, the CEO of Tesla talks about sustainability as his priority and is focused to implement it in every stage of production.
Reference list
Braun, V. and Clarke, V., 2022. Conceptual and design thinking for thematic analysis. Qualitative Psychology, 9(1), p.3.
Byrne, D., 2022. A worked example of Braun and Clarke’s approach to reflexive thematic analysis. Quality & quantity, 56(3), pp.1391-1412.
Chatfield, S.L., 2020. Recommendations for secondary analysis of qualitative data. The Qualitative Report, 25(3), pp.833-842.
Chien, F., Ajaz, T., Andlib, Z., Chau, K.Y., Ahmad, P. and Sharif, A., 2021. The role of technology innovation, renewable energy and globalization in reducing environmental degradation in Pakistan: a step towards sustainable environment. Renewable Energy, 177, pp.308-317.
George, D. K., 2022. Here’s what Elon Musk thinks about sustainability and energy conservation, Social Story. Available at: https://yourstory.com/socialstory/2021/02/elon-musk-quotes-sustainability-energy-conservation [Accessed on 10 March 2023]
Honegger, M., Michaelowa, A. and Roy, J., 2021. Potential implications of carbon dioxide removal for the sustainable development goals. Climate policy, 21(5), pp.678-698.
Mathew, A. A., 2021. Elon Musk to award $100 million for best Carbon Capture Technology, Social Story. Available at: https://yourstory.com/socialstory/2021/01/elon-musk-award-100-million-carbon-capture-technology [Accessed on 10 March 2023]
Mortazavi, M. and Davarpanah, A., 2021. Implementation of a thematic analysis method to develop a qualitative model on the authentic foreign language learning perspective: a case study in the University of Northern Cyprus. Education Sciences, 11(9), p.544.
Opoku, A., 2019. Biodiversity and the built environment: Implications for the Sustainable Development Goals (SDGs). Resources, conservation and recycling, 141, pp.1-7.
Raihan, A., Pavel, M.I., Muhtasim, D.A., Farhana, S., Faruk, O. and Paul, A., 2023. The role of renewable energy use, technological innovation, and forest cover toward green development: evidence from Indonesia. Innovation and Green Development, 2(1), p.100035.
Ruggiano, N. and Perry, T.E., 2019. Conducting secondary analysis of qualitative data: Should we, can we, and how?. Qualitative Social Work, 18(1), pp.81-97.
Times of India, 2021. Elon Musk on what he thinks is important for sustainable future, Times of India. Available at: https://timesofindia.indiatimes.com/gadgets-news/elon-musk-on-what-he-thinks-is-important-for-sustainable-future/articleshow/86857649.cms [Accessed on 10 March 2023]
Appendices
Appendix 1: Link to the sample 
https://yourstory.com/socialstory/2021/02/elon-musk-quotes-sustainability-energy-conservation
Appendix 2: Table for codes and themes generation
| Research Question | Quotes of the CEO (Elon Musk) | Codes | Themes |
| How do CEOs talk about sustainability? | “Am donating $100M towards a prize for best carbon capture technology,” | Technology development, carbon capturing, sustainability | Technological advancements for capturing carbon dioxide can help in bringing sustainability |
| “The point of all this was, and remains, accelerating the advent of sustainable energy, so that we can imagine far into the future and life is still good. That’s what ‘sustainable’ means. It’s not some silly, hippy thing — it matters for everyone.” | Advent of sustainable energy, sustainability, accelerating sustainable energy, future life | Accelerating the commencement of sustainable energy can bring sustainability in the current and future scenario
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