“…Accordingly, managers, but also researchers, are encouraged to use and apply approaches, methods and techniques that address the needs and concerns of, on the one hand, applied action towards improvement and, on the other, creating knowledge and in-depth understanding of the process. An approach that addresses the two issues of taking action and creating knowledge is Action Research (AR) (Westbrook, 1995;Coughlan and Coghlan, 2002). Action research is a cyclical process of diagnosing, action planning, action taking, evaluating and specifying learning (Lau, 1999).…”