Value creative and destructive practice: The case of Starbucks - Couverture souple

Dia, Uzezi

 
9783330349049: Value creative and destructive practice: The case of Starbucks
Couverture souple
ISBN 10 : 3330349042 ISBN 13 : 9783330349049
Editeur : LAP LAMBERT Academic Publishing, 2017

Synopsis

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...

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Présentation de l'éditeur

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...

Biographie de l'auteur

Having undergone my bachelor studies in The Netherlands and graduate studies in Sweden; I found that I enjoy engaging tasks. I also participate in activities in and out of the academic scene that has created a good foundation, increased my personal development and integrity. This manuscript is one of such, and part of that continued development.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2017
Langue
anglais
ISBN 10 
3330349042
ISBN 13 
9783330349049
Reliure
Broché
Nombre de pages
104
Coordonnées du fabricant
non disponible
Personne responsable
KreGa Onlinehandel GmbH
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