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Using grounded theory to explore employees' brand-oriented behaviors / Lucy Gill-Simmen.
- Format:
- Book
- Author/Creator:
- Gill-Simmen, Lucy, author.
- Series:
- SAGE Research Methods. Cases.
- SAGE Research Methods. Cases
- Language:
- English
- Subjects (All):
- Brand choice--Research--Case studies.
- Brand choice.
- Organizational behavior--Research--Case studies.
- Organizational behavior.
- Corporate culture--Research--Case studies.
- Corporate culture.
- Product management--Research--Case studies.
- Product management.
- Grounded theory.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications Ltd, 2019.
- Summary:
- 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 researchers wanted to gain insight in to how employees relate to the brand for which they work. Since brand and organization are closely linked, one of the challenges posed here was to ensure that brand and organization were investigated as two distinct constructs. This therefore required the researcher to enter the employees' world from a brand perspective, and to construct meaning around the stories told by employees. Given the lack of literature in the area, this study lends itself very well to a grounded theory research methodology. The case study provides readers with the following: (1) Insights in to the rationale for the study and the chosen research method. (2) Practical details of how to conduct such a study using the in-depth interviewing process. (3) Detailed instruction on analysis of data emerging from such an approach using coding. (4) Instruction on how to build a robust "defense" case when submitting a grounded theory study for publication.
- Notes:
- Includes bibliographical references and index.
- Description based on XML content.
- ISBN:
- 1-5264-6693-7
- 9781526466938
- OCLC:
- 1084553017
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