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Author Topic: UL Action research in marketing  (Read 1837 times)

skyhew

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UL [SHARE] Action research in marketing
« on: October 08, 2008, 03:19 AM »
Action research in marketing

Chad Perry
Southern Cross University, Gold Coast, Australia, and
Evert Gummesson
Stockholm University, Stockholm, Sweden


Keywords: Action learning, Marketing, Learning methods, Marketing strategy

Quote
Abstract:
Develops a definition of action research that is particularly suitable for marketing and based on the articles in this issue of European Journal of Marketing, emphasising the breadth of action research in marketing and its distinctive interest in analytic generalisation, that is, in building a theory that extends beyond the particular situation that is being action researched to other situations.. The three sections of this commentary include:definition of traditional action research, action learning and case research. Second, drawing offour implications from the articles within this special issue about how action research can be done in marketing. Finally, presents a broad definition of action research in marketing.
 

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