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Keywords: Sequential qualitative multi-method
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (13): 574–630.
Published: 22 June 2026
... in situ within broader networks of routines and sociohistorical understandings. Design/methodology/approach A three-phase sequential qualitative multi-method approach was used. Data were collected through brainstorming workshops, in-depth interviews, digital diaries, participant observation...
