بررسی تاثیر قوم نگاری بازارمحور(1994)آرنولد و دالندرف
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|16525||2014||6 صفحه PDF||سفارش دهید||3724 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 63, Issue 12, December 2010, Pages 1295–1300
This paper evaluates the significance and research impact of Arnould and Wallendorf's (1994), “Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation” (A&W). A&W provides a comprehensive theoretical aspect of market-oriented ethnography which is useful to marketing practitioners in formulating marketing strategy. A citation analysis is conducted to assess the scholarly impact of A&W. In the 13 year period (1996–2009), A&W receives 204 citations in Google Scholar and 86 citations in Scopus. In total 43 journals include citations to A&W. The findings show that the cited authors are referencing the work of A&W mainly in two aspects: (1) using an ethnographic approach as an exemplar qualitative methodology; and (2) using an etic/emic perspective to provide deeper insights in a cultural context. Evidence in this report supports the assertion that A&W is a seminal contribution to advancing alternative research methods in marketing in general that go beyond the continuing dominant logic of empirical positivism.
نتیجه گیری انگلیسی
The present study summarizes A&W for two reasons. First, the interpretive paradigm has become more significant in marketing research. Second, A&W is an important scholarly work in terms of comprehensive theoretical and methodological perspectives and its impact in the relevant literature. The analysis of recent and primacy of citations leads to the conclusion that authors are citing A&w for the following reasons: (1) market-oriented ethnography as an exemplar qualitative methodology; and (2) etic/emic perspective to provide deep insights into the processes of antecedent conditions that affect outcome conditions within cultural contexts. This impact analysis has a number of limitations. First, the present study only uses Google.Scholar and Scopus to analyze the impact of one journal article. Therefore future research might use other databases as an analysis tool to extend the discussion. Second, this paper only discusses the five recent, most cited, and earliest journal papers citing the target article, thus future research might examine the most recent papers in each year so as to examine the trends of how and why the authors are citing the target journal article.