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Using grounded theory to explore employees' brand-oriented behaviors /

The purpose of this case study is to provide practical insights in to conducting a grounded theory study, addressing rationale, practice, and challenges. When a phenomenon is relatively unexplored one of the best-suited approaches one can adopt is grounded theory. In this particular case, the resear...

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Bibliographic Details
Main Author: Gill-Simmen, Lucy (Author)
Format: eBook
Language:English
Published: London : SAGE Publications Ltd, 2019.
Series:SAGE Research Methods. Cases.
Subjects:
Brand choice > Research > Case studies.
Organizational behavior > Research > Case studies.
Corporate culture > Research > Case studies.
Product management > Research > Case studies.
Grounded theory.
Grounded Theory
Marques de commerce > Choix > Recherche > Études de cas.
Comportement organisationnel > Recherche > Études de cas.
Culture d'entreprise > Recherche > Études de cas.
Produits commerciaux > Gestion > Recherche > Études de cas.
Théorie ancrée.
Brand choice > Research.
Organizational behavior > Research.
Product management > Research.
Case studies.
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Call Number: HF5415.32 .G55 2019
 
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HF5415.32 .G55 2019 Available