In contrast to interpretivism, positivism undertakes a linear cause and effect approach which seeks to establish a relationship between a small set of variables (Saunders et al 2016; Bryman and Bell 2015). Within the context of this research, the positivist approach can be applied to some areas such as the impact of increased regulation upon businesses and the approach to sustainability (Bryman and Bell 2015; Collis and Hussey 2014). However, the disadvantage of this approach includes its reductionist perspective which would entail ignoring some of the more complex issues such as the differences in the rationale for an increased level of sustainability (Saunders et al 2016; Bryman and Bell 2015). In this context, it was decided that the positivist approach would be too narrow to adequately evaluate and investigate the research aims and objectives.
3.2 Research approach
The research approach will employ an exploratory approach by exploring the general themes of the literature review and drawing out the similarities and differences between sustainability and the Circular Economy and then exploring the relationship between these (Cresswell and Cresswell 2018; Bryman and Bell 2015). The exploratory approach assists in increasing the level of understanding of a particular issue or problem by providing the researcher with a flexible approach to the research process which allows for the research to evolve and change as new information is discovered and analysed (Saunders et al 2016; Collis and Hussey 2014; Gill and Johnson 2010). The methodology will also undertake an inductive approach which relates to the context of the data which will be explored in the case studies of the selected businesses (Cresswell and Cresswell 2018; Yin 2018; Saunders et al 2016).
3.3 Criticisms of the selected interpretivist approach
Whilst the strengths of the interpretivist approach include its flexibility and ability to support the exploration of the development of a range of meanings based upon the complexity of the research subject, the criticisms of this approach also need to be acknowledged (Cresswell and Cresswell 2018; Gill and Johnson 2010). The criticisms of interpretivism include the lack of research conventions, in comparison to the positivist approach, which may lead to difficulties in areas such as reliability, validity and generalisability (Cresswell and Cresswell 2018; Saunders et al 2016; Lee and Lings 2008). This lack of research conventions requires the researcher to develop a framework which not only addresses any potential weaknesses in the research process, such as bias, but also presents the data findings and analysis to ensure that the these address the research aim and objectives (Neuman 2013; Gill and Johnson 2010; Riley et al 2000). In this piece of research, the methodology will include a literature search to provide the similarities and differences between sustainability and the Circular Economy (research objective 1) and a case study approach to explore the impacts of these on business models and innovation (objective 2). Both the literature review ad the case study appro
