Value creative and destructive practice

Name: Value creative and destructive practice
Brand: LAP Lambert Academic Publishing
SKU: 9783330349049
Price: 11069 HUF
Availability: InStock

The case of Starbucks

Szerző: Uzezi Dia

Nyelv:

Kötés: Puha kötésű

Kiadó: LAP Lambert Academic Publishing

Elérhetőség: Beszállítói készleten

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This paper explores value co-creation and value co-destruction with a focus on the social practices...

Információk a könyvről

Szerző

Uzezi Dia

Nyelv

Angol

Kötés

Könyv - Puha kötésű

Kiadva

2017

oldal

104

EAN

9783330349049

ISBN

3330349042

Enbook ID

16791371

Kiadó

LAP Lambert Academic Publishing

Súly

171

Méretek

150 x 220 x 6

Teljes leírás

This paper explores value co-creation and value co-destruction with a focus on the social practices embedded in the online brand community "My Starbucks Idea (MSI)." The objectives of the research are accomplished through a detailed explanation of the study's stages, starting with the Research design/Planning, and followed by the Community Entry (Entrée), Data collection, Limitations, and Ethical implications. Since the study is exploratory in character, the qualitative research strategy was used. As Bryman and Bell (2011) note, qualitative research gives particular attention to words rather than numbers in the gathering and interpretation of data. This study applied a modified 'netnographic' approach, a new qualitative method devised specifically to investigate consumer behaviour vis-à-vis cultures and communities present on the Internet (Kozinets 1998). This study identifies three elements of practice: stalking, gossip, and exhibitionism. It also supports the idea stated by Echeverri & Skålén (2011) that there is no positive without a negative in interactive value formation...

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Value creative and destructive practice

The case of Starbucks

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Teljes leírás

Érdekelheti

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