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| Author: | Bradshaw, A. Brown, S. |
| Title: | Scholars who stare at goats. The collaborative circle cycle in creative consumer research |
| Journal: | European Journal of Marketing
2008 : NOV, VOL. 42: 11/12 p. 1396-1414 |
| Index terms: | consumer research group dynamics marketing sociology education |
| Language: | eng |
| Abstract: | The paper aims to probe the sociology of collaboration within marketing scholarship with the help of a detailed case study of the seminal consumer odyssey. The history of the consumer odyssey based on a range of secondary sources is presented. In the development of marketing thought, the consumer odyssey of 1986 was a seminal moment. This paper presents a rare reflection on the social dynamics of marketing scholarships, focusing on the interpretive research tradition within consumer research. |
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