Value creative and destructive practice : The case of Starbucks

Language: English

Published by LAP LAMBERT Academic Publishing, 2017

3330349042 / 9783330349049

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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nach der Bestellung gedruckt Neuware - Printed after ordering - 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.

Seller Inventory # 9783330349049

Title
Value creative and destructive practice : The case of Starbucks
Author
Uzezi Dia
Publisher
LAP LAMBERT Academic Publishing
Publication year
2017
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3330349042
ISBN 13
9783330349049
Item weight
173 grams
Dimensions
220x150x7 mm

AHA-BUCH GmbH

Einbeck, Germany

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AbeBooks seller since August 14, 2006

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