3.2 Multiple Case Study Approach 47
47
Zeta Deputy Head
Safe Global• Annual Report 2013
• Safe Environmental Handbook Vol.1
Gamma Director R&D • Portfolio Description 2015
• Detailed Product Description
• Annual Report 2014
Delta Chief Executive
Officer• Online Documents on Corporate Homepage:
Nachhaltigkeit, Umwelt- & Energiepolitik, Qualität,
Rohstoff Baumwolle, Bluesign Zertifizierung, Cradle to
Cradle Prinzip (accessed from December 14 - June 15)
Epsilon Chief Financial
Officer• Corporate Brochure on Cradle to Cradle
• Online Documents on Corporate Homepage:
Nachhaltigkeit- Ökologischer Standpunkt (accessed from
December 14 - June 15)
Theta Chief Executive
Officer• Online Documents on Corporate Homepage: Nach-
haltigkeit, Soziale Verantwortung, Gesundheit & Umwelt,
Code of Conduct (accessed from November 14 - June 15)
Iota Director
Global
Innovation• Sustainability Report 2014
• Online Documents on the Homepage of the Ellen MacAr-
thur Foundation: Case Studies (accessed from October
14 - June 15)
Kappa Director
Advanced
Materials
Development• Online Documents on Corporate Homepage: Sustainabil-
ity: The Long Run, Environmental Stewardship, Manufac-
turing Policy, Working within our Community (accessed
from May 15 -June 15)3.2.2.1 Semi-structured Expert-Interviews
The interviews lasted between 35 and 60 minutes and were conducted with the
reference person for circular economy commitment in the respective company.
For the execution, personal appointments at site have been made as well as phone
and video calls depending on the availability of the interviewee (two in person,
six phone calls, and one video call). The interviews were conducted in English and
German, depending on the mother tongue of the interviewee. All interviews were
recorded and then transcribed. The transcription process followed the suggestion
from Strauss (1987) who proposes to “transcribe only as much as needed” (Strauss
1987, p. 266). This is to ensure that time and energy are not wasted in the research
process and that resources are invested in the interpretation rather than in an exact
transcription. In the case of this thesis, this means that dialectic speech, repetition
of words, short breaks and phonetic noises were not captured in the transcripts.
During the interviews, field notes were taken to capture observations or to high-
light facts which have been specifically emphasized by the interviewee. To use