We gave each and everyone of these key persons the opportunity to choose which kind of interview they preferred. This resulted in two companies choosing phone interviews and one company choosing face-to-face interview. These key persons where then allowed to choose when it would be best suited for them to get interviewed.The research questions should formulate what you want to understand, while the interview questions is what you ask people in order to gain that understanding (Maxwell, 1996). When we created our interview questions we tried to make sure that these reflected our re- search questions.Interview questions are prepared and sent out to the chosen companies in order to let the interviewees be more prepared before the actual interview (see Appendix 2). We have tried to create open questions, so that the interviewees will be able to elaborate in their answers. This in turn allowed us to follow up with more in-depth questions during the interview.We will make sure that there are at least two people conducting each interview. One is in charge of asking the questions and the other one takes notes. Since, taking notes might lead us to miss out on important information we decided upon using a tape recorder during every interview occasion, only if the respondents agree with being recorded. By having the whole interview recorded, we are able to go back and retrieve missing facts.When conducting the face to face interview, we had about an hour and half with the man- ager of Stora Enso. The discussion was deep and intereactive. The phone interviews where conducted with an average of 40 minutes each, where answers were more direct and less detailed as from the face to face interview. We believe this has affected the quality of the empirical findings, but in order to keep in the same standard, we made sure that everything did not derivate far from the original interview questions. Whenever the answer where to short, we would ask them to specify more in details.