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NTU Management Review Vol. 35 No. 1 Apr. 2025

The FOCUS strategy is a positive feedback cycle that has been clearly communicated
throughout the case company. Consequently, the case company treats employees as an
important asset that contributes to the growing profits of their business. As a result, the
case company expends effort hiring talented candidates because they expect these new

employees to bring excellent services to the customers, and high profits to the company.
However, the case company is currently facing a critical problem on recruitment
resulting directly from its lengthy internal process. This research thus selects this case

company as the subject to explore whether and how the PDCA life cycle assists in solving
the problem and helps improve its performance.

3.3 Case Study Interview
Interviews are an essential source of case studies-related evidence and focus on

oral conversations between interviewers and respondents (Yin, 2014). The purpose of
the case study interview is to exchange opinions. Interviewers may analyze respondents’
motivations, thoughts, attitudes, and insights into a certain topic. Moreover, the

interviewers can change the questions or choose new ones in accordance with respondents’
answers during the interview. Since this research focuses on elucidating a certain topic, the
case study interview is a proper research methodology to collect first-hand information.
The interview reveals how the case company applies the BPM life cycle to its internal
support processes and improves process performance. We develop the interview questions

as shown in Table 2. With this interview protocol, we apply a semi-structured approach
during the interview, a method which means we could adjust the order of the questions
based on the interviewees’ responses.

We use purposive sampling in the case study interview, that is, we select the
interviewees purposively to obtain the most comprehensive and representative information
related to our research questions. To best investigate the effect of BPM project on the
case company, we expect the selected interviewees are project team members who fully
understand the internal process and the performance measurements, as highlighted in our

interview protocol. We invite all three project team members and all of them agree to
participate in the research. Specifically, the three interviewees are one senior corporate
advisor (15-year seniority in the express industry), one business process analyst (1-year

seniority), and one senior recruiter (3-year seniority). We list more detailed background

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