Subject Index
 

A new consumer research tool is proposed for eliciting consumer responses from unstructured data, such as narratives. The grounded theory approach is adopted to guide the process of data collection an ...

The authors present a theoretical model to explain how firms create market orientation (a foundation of marketing and increasingly important in fields such as strategic management). They find that dra ...

Using grounded theory methodology, the paper explores how a cross-section of Australian businesses select their international markets, and develops a model based on those findings. Suggests that previ ...

Despite its importance, little is known about how customers perceive value from suppliers. Grounded theory was used to explore the nature of customers’ desired value change in a business-to-business c ...

Using grounded theory, the aim was to explore a popular Australian consumption activity to provide an insight into the consumption process in general. The output is a substantive theory of beer consum ...

The paper questions the nature of marketing methods in political campaigns, based on a grounded theory approach, and with data collected via depth interviews. If marketing success is measured solely ...