How to refine your first draft of your MBA research theme: some suggestions

How to refine your first draft of your MBA research theme: some suggestions

Mainly due to inexperience of doing an MBA dissertation project, quite some students try to ask a generative AI to suggest a research theme by providing 4-5 key ideas that they happen to be familiar with, probably from their working experience or from some other MBA modules they have been learning. The end result is that the initial research theme is quite messy. Worse still, the generative AI, trying to be helpful, offer a brief overview of a number of possible broad themes in 4-5 management topics. Generative AI might hint at several ways to consider the research philosophy stances and research objectives of the research theme formulation.

I suggest a few directions for the students to pick up and discuss with generative AI to further develop their initial research theme prototype formulation. [Please be reminded also that after about 5 to 8 iterations of the discussion, accompanied by the students doing some preliminary literature review, research methods study and dialogues (e.g. inner dialogues and dialogues with AI and their educated friends, etc.), they need to do another 6 to 8 iterations of their own to come up with a dissertation proposal in their own voice and in their own words, adequately knowledgeable on the dissertation project background and sub-backgrounds (the academic, real-world of practices, and the researcher positionality ones).

The following diagram includes my suggestions on how to refine your initial MBA research theme:

An illustrative example 

I am an MBA student and a novice on the subject of dissertation projects. I need to come up with an initial research theme. The theme should cover consumer behavior, the blue ocean strategy, e-tailing, corporate ESG policy and consumer trust. Could you suggest a research theme to me?

Based on your requirements to cover consumer behavior, blue ocean strategy, e-tailing, corporate ESG policy, and consumer trust, here is a focused research theme tailored for an MBA dissertation:

Proposed Research Theme

"Creating Uncontested Market Space in E-tailing: How Corporate ESG Policies Drive Consumer Trust and Purchase Behavior in Hong Kong's Online Retail Market"

Alternative Refined Title Options:

1.    "Blue Ocean Strategy through ESG: How Sustainable E-tailing Platforms Build Consumer Trust and Differentiate in Hong Kong's Competitive Online Retail Market"

2.    "The Role of ESG Policy in Creating Blue Ocean Strategy for E-tailers: Consumer Trust and Purchase Intention in Hong Kong's Online Shopping Landscape"

---

How This Theme Integrates All Five Elements

Element	Integration in the Research
Consumer Behavior	Examines purchase intention, trust formation, and decision-making processes among online shoppers
Blue Ocean Strategy	Investigates how ESG differentiation creates uncontested market space, avoiding red ocean price competition
E-tailing	Focuses on Hong Kong's online retail platforms as the research context
Corporate ESG Policy	Analyzes environmental, social, and governance practices as the strategic differentiation mechanism
Consumer Trust	Measures trust as the mediating variable between ESG communication and purchase behavior

---

Why This Theme Works for Your MBA Dissertation

·        Relevant to Hong Kong context: Your local market access facilitates data collection

·        Timely topic: ESG and sustainability are emerging issues with limited research e-tailing connections

·        Theoretical foundation: Combines strategic management (Blue Ocean) with consumer psychology (trust/behavior)

·        Practical relevance: Provides actionable insights for e-tailers seeking competitive advantage

·        Methodologically feasible: Can employ quantitative survey methods (PLS-SEM, EFA) similar to existing studies

Suggested Research Questions

1.    How do corporate ESG policies influence consumer trust in Hong Kong e-tailing platforms?

2.    Can ESG differentiation serve as a blue ocean strategy for e-tailers in saturated markets?

3.    What is the relationship between ESG communication, consumer trust, and purchase intention?

This theme aligns with your interests in finance/ESG and provides a clear pathway for literature review, methodology design, and data collection.

 

I am now able to offer a more focused suggestions on ideas to refine my research theme as follows: I will use the research philosophy of pragmatism for my dissertation project; my more research theme is about "Blue Ocean Strategy through corporate ESG policy in the Hong Kong e-tailing shopping product sector for generations z and alpha "; my preferred additional key words are market segmentation and Gutman's Means-End Chain Theory. I am prepared to use questionnaire survey and semi-structured interview for me dissertation project. Could you suggest a more concrete research theme to me and indicate 3 relevant research issues and 3 relevant public media-reported issues to me on my research theme?

Concrete Research Theme

"Blue Ocean Strategy Through Corporate ESG Policy in Hong Kong E-tailing: A Pragmatist Study of Market Segmentation and Consumer Value Perception Among Generations Z and Alpha Using Gutman's Means-End Chain Theory"

---

Three Relevant Research Issues (Academic/Theoretical)

#	Research Issue	Why It Matters
1	How ESG policy creates value innovation for Blue Ocean Strategy in e-tailing	Blue Ocean Strategy requires simultaneous differentiation AND low cost; ESG typically increases costs. Your study investigates whether ESG can create uncontested market space without sacrificing profitability
2	Generational differences in ESG-driven consumer value hierarchies	Gen Z (born 1997-2012) and Gen Alpha (born 2013-2025) have distinct value systems. Using Gutman's Means-End Chain, you'll map how ESG attributes → functional consequences → personal values differ between cohorts
3	Market segmentation effectiveness based on ESG preference clusters	Pragmatism philosophy allows mixed methods to identify which segmentation criteria (values, attitudes, behaviors) best predict ESG-driven purchase intentions in Hong Kong e-tailing

---

Three Relevant Public Media-Reported Issues (Real-World Context)

#	Media-Reported Issue	Relevance to Your Research
1	Hong Kong e-tailers facing intense price competition from cross-border platforms (Taobao, Pinduoduo)	Red ocean competition forces local e-tailers to seek Blue Ocean differentiation; ESG may be the differentiator
2	Gen Z and Alpha consumers increasingly demand sustainable/s Ethical shopping options but show "trust gap" in greenwashing claims	Your study addresses this gap by applying Gutman's theory to understand what ESG attributes genuinely connect to personal values
3	Hong Kong government's 2025 ESG reporting mandates for listed companies extending to supply chains	Regulatory pressure makes ESG implementation urgent for e-tailers; your research provides practical insights for compliance + competitive advantage

---

Why This Theme Works for Your Methodology

Component	Alignment
Pragmatism Philosophy	Justifies mixing questionnaire (quantitative: PLS-SEM for value hierarchies) + interviews (qualitative: exploring means-end chains)
Questionnaire Survey	Measures ESG awareness, trust, purchase intention across segmented Gen Z/Alpha samples (n≈200-300)
Semi-structured Interviews	Deep-dive into how ESG attributes connect to personal values (laddering technique from Gutman's theory)
Hong Kong Context	Your local access facilitates data collection; relevant to your MBA program

---

Suggested Research Questions

1.    How do Gen Z and Gen Alpha consumers in Hong Kong perceive corporate ESG policies in e-tailing, and what value hierarchies do these perceptions create?

2.    Can ESG policy serve as a Blue Ocean Strategy for Hong Kong e-tailers to differentiate from cross-border competitors?

3.    Which market segmentation criteria based on ESG preferences best predict purchase intention among younger generations?

This theme is specific enough for dissertation focus yet flexible enough for pragmatist mixed methods, directly addresses both academic gaps and real-world business challenges in Hong Kong.

 

Could you also suggest 4 research objectives to me as well as 3 additional academic theories for me to use (pleas provide references on them in Harvard reference format).

Four Research Objectives

#	Research Objective	Key Variables/Concepts
1	To examine how corporate ESG policies influence consumer trust and purchase intention among Gen Z and Gen Alpha consumers in Hong Kong's e-tailing sector	Independent: ESG policies; Mediating: Consumer trust; Dependent: Purchase intention
2	To apply Gutman's Means-End Chain Theory to map the value hierarchies (attributes → consequences → values) connecting ESG policy perceptions to personal values across generational segments	Attributes (ESG practices) → Consequences (trust/benefits) → Values (self-fulfillment, security)
3	To identify market segmentation clusters based on ESG preferences and value orientations that differentiate Gen Z from Gen Alpha consumers in e-tailing	Segmentation criteria: ESG awareness, values, attitudes, purchase behaviors
4	To evaluate whether ESG-driven differentiation constitutes a viable Blue Ocean Strategy for Hong Kong e-tailers competing against cross-border platforms	Strategic outcome: Uncontested market space vs. red ocean price competition

---

Three Additional Academic Theories (with Harvard References)

1. Theory of Planned Behavior (TPB)

Why use it: Complements your study by explaining how attitudes toward ESG, subjective norms (peer influence), and perceived behavioral control predict purchase intention among younger generations. Works well with questionnaire surveys.

Harvard Reference:
Ajzen, I. (1991) 'The theory of planned behavior', Organizational Behavior and Human Decision Processes, 50(2), pp. 179–211.

---

2. Signaling Theory

Why use it: Explains how corporate ESG policies serve as credible signals to reduce information asymmetry between e-tailers and consumers, building trust. Essential for understanding why ESG communication matters in online shopping where physical product inspection is impossible.

Harvard Reference:
Connelly, B.L., Ireland, R.D., Hitt, M.A., Bromiley, P. and Busenitz, L.W. (2011) 'Corporate signaling: An emerging research agenda', in The SAGE handbook of strategic management. Thousand Oaks, CA: Sage, pp. 297–315.

Alternative (foundational):
Spence, M. (1973) 'Job market signaling', The Quarterly Journal of Economics, 87(3), pp. 355–374.

---

3. Stakeholder Theory

Why use it: Provides the ethical/strategic foundation for why companies should implement ESG policies. Explains how e-tailers balancing multiple stakeholders (consumers, employees, environment, shareholders) create long-term value and competitive advantage through ESG integration.

Harvard Reference:
Freeman, R.E. (1984) Strategic management: A stakeholder approach. Boston: Pitman.

Alternative (contemporary):
Freeman, R.E., Harrison, J.S., Wicks, A.C., Parmar, B.L. and de Colle, S. (2010) Stakeholder theory: The state of the art. Cambridge: Cambridge University Press.

---

How These Theories Integrate with Your Framework

Theory	Role in Your Dissertation		Methodology Fit
Theory		Role in Your Dissertation			Methodology Fit
Gutman's Means-End Chain (core)		Maps value hierarchies from ESG attributes to personal values			Laddering interviews + survey analysis
Theory of Planned Behavior		Explains intention-behavior gap; adds attitude/norm/control variables			Questionnaire survey (quantitative)
Signaling Theory		Explains trust-building mechanism through ESG communication			Both survey (trust measurement) + interviews
Stakeholder Theory		Strategic/ethical foundation for ESG implementation			Theoretical framework chapter
Blue Ocean Strategy (core)		Strategic lens for competitive differentiation			Case analysis + strategic recommendations
Pragmatism (philosophy)		Justifies mixed methods approach			Overall research design

This theoretical triangulation strengthens your dissertation's academic rigor while maintaining practical relevance for Hong Kong e-tailers.

Further readings: a systemic picture of dissertation project tasks.; a spiral model of formulating research project proposals.; a conceptual model of the agile literature review approach (academic-oriented type).

A collection of blog notes on using chatgpt for research purpose.

A note of concept-decomposing on residential alienation: for Housing Studies students

 A note of concept-decomposing on residential alienation: for Housing Studies students

 

Highlight 6 main ideas of Madden and Marcuse's thinking on residential alienation and 2 main claims of the theory in terms of Toulmin's model of argument.

Madden and Marcuse argue that residential alienation is a structural condition of housing under capitalism: people are cut off from housing as a lived home because it is organized as a commodity and a site of profit-making. In Toulmin terms, their theory can be framed as two main claims: first, that housing is systematically subordinated to exchange value rather than use value; second, that this produces alienation, insecurity, and dependence for residents.

6 main ideas

1.    Housing is not just shelter; it is a political-economic relation shaped by class power, state action, and markets.

2.    The core conflict in housing is between housing as home and housing as real estate.

3.    Commodification makes exchange value dominate use value, so housing is treated primarily as an investment asset.

4.    Residential alienation means residents lose control over their dwelling, their neighborhood, and even the meaning of home.

5.    Housing insecurity is not an exception but a normal outcome of capitalist housing systems, especially under hyper-commodification.

6.    The remedy is not only technical reform but political struggle for decommodification and a radical right to housing.

Toulmin claims

Toulmin element	Main claim
Claim 1	Housing is systematically commodified, so its role as real estate overrides its role as home .
Claim 2	This commodification produces residential alienation, insecurity, and oppression for inhabitants .

How this fits Toulmin

The grounds are the examples of eviction, displacement, financialization, landlord harassment, and the historical growth of housing as a commodity. The warrant is that if a basic human necessity is governed by profit and control, residents will be alienated from it. The backing comes from the broader Marxian and Lefebvrian framework Madden and Marcuse invoke, which links housing to class relations, social reproduction, and the right to inhabit.

 

Illustrate the six ideas with regard to the Housing Studies research of "an evaluation of the social and economic consequences of residential alienation of the middle and lower classes in Hong Kong".

You can model your Hong Kong Housing Studies research by anchoring it to Madden and Marcuse’s six ideas on residential alienation, then mapping each one onto the middle‑ and lower‑class experience in Hong Kong. Below is how the six ideas can be operationalized for your case.

---

1. Housing as a political‑economic relation

In Hong Kong, home ownership and rental conditions are shaped by land‑policy dependence on land‑sale revenue, close ties between developers and the state, and tight financial‑market rules for mortgages.
For middle‑ and lower‑class households, this means that housing is not just a “choice” of where to live but a structurally constrained outcome of class‑specific income, credit eligibility, and residual public‑housing queues.

---

2. Tension between housing as home vs. real estate

Luxury‑condo marketing and speculative flipping in Hong Kong foreground housing as an asset class, while middle‑ and lower‑income families struggle to secure safe, stable homes.
Empirically, your study could show how, for example, middle‑class families feel obliged to treat their flat as a “forced asset” (for retirement or children’s education) rather than a lived‑in home, while the lower class often faces short‑term rental precarity (e.g., subdivided units, high‑rent burden).

---

3. Exchange value dominating use value

The Hong Kong housing market displays extreme price‑to‑income ratios, where even small apartments cost many times annual income, and speculative investment is rife.
For your research, this translates into economic consequences: middle‑class households devote a very high share of income to mortgages, while lower‑income groups face rent‑over‑income ratios that crowd out spending on education, health, and social participation.

---

4. Residential alienation as loss of control

In public housing, waiting lists, relocation policies, and strict alienation restrictions (e.g., HOS premium and resale rules) limit residents’ control over where, when, and how they can move.
For middle‑ and lower‑class tenants and owners, this can appear as alienation from decision‑making: limited choice of estate, inability to easily sell or rent out, and vulnerability to developer‑led redevelopment or “upgrading” schemes.

---

5. Housing insecurity as a normal condition

In Hong Kong, job‑insecure or irregular workers in the sandwich class often combine high‑rent burdens with weak social‑housing access; the “middle class” is squeezed between public‑housing eligibility and unaffordable private ownership.
Your study could document how, for these groups, always‑renting or living on a mortgage at the edge of affordability generates chronic financial stress, residential instability, and even “spatial shame” (e.g., living in subdivided or distant New‑Town units).

---

6. Decommodification as a political project

Madden and Marcuse’s call for a right‑to‑housing struggle can be read in Hong Kong through debates over tenoever‑right‑to‑buy, rent control, and more progressive home‑ownership schemes (e.g., criticisms of HOS alienation restrictions and premium systems).
Your research can link this to policy‑oriented claims: for example, that reducing alienation restrictions and expanding non‑profit housing provision would lessen the social and economic vulnerability of middle‑ and lower‑class households.

 

References

Here are four academic references on residential alienation / housing commodification in Hong Kong that you can use, formatted in Harvard style:

1.    Ley, D. (2023) ‘Residential alienation and generational activism in Hong Kong’, Housing Theory and Society, 40(3), pp. 275–293.

2.    La Grange, A. and Pretorius, F. (2005) ‘Shifts along the decommodification–commodification continuum: housing delivery and state accumulation in Hong Kong’, Urban Studies, 42(12), pp. 2117–2135.

3.    Chen, X. (2014) Residential segregation in urban living space: a case study of Hong Kong. PhD thesis. Hong Kong: The University of Hong Kong.

4.    Madden, D. and Marcuse, P. (2016) In defense of housing: the politics of homelessness. London: Verso.

These four together cover:

·        Madden and Marcuse’s general theory of residential alienation and commodified housing;

·        decomposition–commodification dynamics in Hong Kong;

·        Hong Kong–specific residential segregation and social differentiation;

·        and a direct application of “residential alienation” to Hong Kong’s housing‑constrained youth.

 

** the theory-decomposing method is useful for the literature review task.

** the note is supported by perplexity.ai

** Also study the note on the steps to conduct literature review and theory/method-decomposing.

        A collection of blog notes on using chatgpt for research purpose.