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| Author: | Kates, S. M Robertson, J. |
| Title: | Adapting action research to marketing |
| Journal: | European Journal of Marketing
2004 : VOL. 38:3-4, p. 418-432 |
| Index terms: | ACTION LEARNING CHANGE MANAGEMENT ORGANIZATIONAL CULTURE ORGANIZATIONAL THEORY |
| Language: | eng |
| Abstract: | The aim of this article is to offer a perspective on adapting action research principles and methods in academic marketing research context. The author´s of this article argue that action research methodology requires serious consideration of specific organizational issues before being introduced into marketing context. They discuss and conclude their arguments and suggest few directions where action research might work. |
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