Theoretical frameworks in research methodology

Stiglitz (2009, p. 282) points out that the global economic crisis began first in the developed countries. The fact that developing countries were not sufficiently "rich" to engage in unviable economic practices somewhat cushioned the impact of the crisis on them. Nevertheless, it remains a fact that the crisis has spread to global proportions as a result of both developing and developed countries interacting on a global business scale. Technology today has made it possible for all countries to participate in the economy, which means that a crisis in one country, and especially one as powerful and important as the United States, will inevitably affect the economies of other countries at some point, even if it takes some time for this to occur.

What this means for the study is that countries such as the United States and Kenya need to be aware, at all times of their own economic practices, as well as how they interact with each other. This has an undeniable effect upon the economy of both countries. Hence, when advertising sportswear within both Kenya and the United States, the countries need to be aware that their economic practices need to be sound. Kenya's import and export market of sportswear, for example, will be influenced by the ability of clients to afford the product. The same is true of the United States. The ability of its businesses to globalize their operations will be influenced by the health of its economy, as well as by the general health of the global economy.

The theoretical framework in this case will therefore have to include a component that relates to the global economy and how developing and developed countries influence each other in terms of their income. This will then be specified to relate to the sportswear market and advertising in both countries. Examining the effect of the economic crisis on advertising practices in these countries should also provide valuable insight to inform the study.

In the light of this, Lin (2011, p. 194) suggests that a new economic framework is required when considering the economic health of countries across the world. The author suggests specific structural changes in how business, the economy, entrepreneurship and other economic concepts are managed in both the developing and developed world. Specifically, this means that the development level of a country will need to be taken into account when examining and/or modifying its economic structure.

According to Lin (2011, p. 194), for example, the economic structure of factor endowments necessarily changes as a country continues upon its path of economic and other forms of development. Economic structure development and change therefore also needs a corresponding infrastructure to support it on a both a tangible and intangible level.

The author further points out the "economic development" tends to move along a continuum from "low-income agrarian" economies to a "high-income post-industrialized economy." In the case of Kenya, for example, one might say that the country has moved quite a way towards emerging from its agrarian economy, but that it is still a long way from the development level of the United States, which is a high-income post-industrialized economy. When interacting with each other, Kenyan businesspeople promoting their sportswear or purchasing products from the United States for promotion in their own country will therefore need to be mindful not only of their economic structure, but also that of the target country. The United States should therefore exercise responsibility in leading its business partner towards the structural economic change that will lead to its growth and development. Such growth and development will ultimately lead to a healthier economy for all countries on a global scale, hence benefiting everyone.

Another important concept Lin (2011, p. 195) mentions is effective resource allocation. The market at each level of development provides a source of such allocations. This, however, is subject to a dynamic process of change, which necessarily means dynamic change for resource allocation as well. In other words, industrial upgrading and improvements of tangible and intangible infrastructure at any level of economic development also means a necessary coordination among firms and externalities, which can form the source of these changes. This includes global business partners, such as the United States and Kenya, which will necessarily interact to ensure Kenya's continuing development and the United States' ability to enter into mutually beneficial business transactions.

This interaction is echoed by De Haas (2007, p. 32-33) and his description of migration systems theory. This theory suggests that migration, for whatever reason, influences and interacts specifically with all conditions of living, including the social, cultural, economic, and institutional conditions of populations who migrate and populations influenced by migration. De Haas refers to this as the "developmental space" influenced by migration. In the United States, the country is most strongly affected by immigration, where immigrants enter the country to start businesses or become employees within national businesses. The various cultures and philosophies brought into the country in this way act as a strong influence on the development of both the immigrant communities and those they immigrate to. In other words, the influences is mutual.

In Kenya, migration tends to occur nationally rather than internationally, where Kenyan citizens would tend to move towards cities in order to find work and to improve the general circumstances of their families' lives. This is not to say, however, that Kenya is not influenced by immigration as well.

From an economic perspective, this interaction and mutual influence needs to be taken into constant account when conducting business. In the specific context of the study, this means that those selling sportswear in the United States and Kenya can improve their advertising practices by taking into account the influence of migration on the economic of a specific region in the country. Advertising practices can then be modified according to the revelations found in by such investigations. This theory also provides a basis for acknowledging the mutual influence of interactions between the countries and its businesspeople.

A further aspect of this interaction is the influence of institutions, as mentioned by Chang (2010, p. 474). One specific point the author makes in this regard is the influence of global institutions, and especially how the United States has influenced the way in which developing countries do business. The inevitability of this influence is strongly connected to globalization and institutions such as the World Trade Organization. In this way, certain rules and regulations govern all global trading practices, such as intellectual property rights and taxation practices.