http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
a qualitative research study about Chinese managers' understanding of the development of marketing strategies in Europe
The case study is based on a research study that develops a narrative analysis of how Chinese domestic formal and informal institutional elements influence the development of marketing capabilities at home and of whether and how these capabilities are applicable in the European Union. Using a qualitative approach, narrative inquiry strategy, and narrative analysis, the interpretation of 35 narrative interviews, most of them developed online, helped me to understand how managers and senior managers from Chinese firms make sense of the definition and development of marketing capabilities in China, how formal and informal institutional elements (such as government support, personal relationships, and Chinese culture and philosophy) influence this process, and whether and how these capabilities are applicable by these firms in a different environment (in this case, the European Union). The case study briefly describes the project and context of the research and focuses on the method for analysis selected. It analyzes the process of conducting narrative analysis applying online narrative interviews as the data collection method in a Chinese organizational context, highlighting the practicalities and modes of action as well as identifying the challenges and lessons learned during the process. This case study aims at providing useful tips to postgraduate and research students conducting online research methods, online narrative interviews, in particular.
SAGE research methods: doing research online