De l'Odyssee a l'Iliade: stratagemes et competences pratiques en ethnomarketing

Ethnomarketing approach represents an interesting renewal for consumer research. Methodological and epistemological particularities of ethnomarketing, associated with the Consumer Culture Theory (CCT), can constrain researchers to mobilize stratagems and bring them to deploy ingenious efforts to get...

Full description

Saved in:
Bibliographic Details
Published inIDEAS Working Paper Series from RePEc
Main Authors Robert-Demontrond, P, Joyeau, A, Beaudouin, V, Bellion, A, Sugier, L
Format Paper
LanguageEnglish
Published St. Louis Federal Reserve Bank of St. Louis 01.01.2013
Online AccessGet full text

Cover

More Information
Summary:Ethnomarketing approach represents an interesting renewal for consumer research. Methodological and epistemological particularities of ethnomarketing, associated with the Consumer Culture Theory (CCT), can constrain researchers to mobilize stratagems and bring them to deploy ingenious efforts to get into, practice and restore the ground atmosphere. Although those means account for the "tricks" of this grounded approach, they are rarely highlighted. Pursuing a pedagogic goal, this paper exposes for marketing researchers willing to explore this approach, a large number of cases and solutions allowing them to avoid some obstacles.