... technique from the grounded theory approach. Based on the findings from the interviews, a questionnaire was delivered to 400 randomly accessed women. The responses were analysed with exploratory factor analysis and cluster analysis. Findings The focus-group interviews showed that the customers...

... a qualitative interview survey and the grounded theory method to extract key factors of brand alliance development and management in the targeted industries. The interview survey included six managers from different construction companies in Taiwan. Findings – This research identifies four common firm...